Salsa digital Christmas

We were commissioned to create Salsa’s digital campaign. In the earlier brainstorms I posed the challenge of thinking about this briefing in a different way. The strategy was to posit the brand as a problem-solver for the client. “What can Salsa do to help their clients during Christmas?”

Christmas is about having fun, togetherness and trying (and sometimes failing) not to worry too much about which presents to buy. This is the Best of Christmas, and Salsa was to be all of this too.

The campaign involved creating funny polls on Instagram and creating one post a day for Facebook, where people would be able to share Christmas stories and win vouchers. The center of the digital experience was a “Letter to Santa” helper website, in which the Salsa community could fill in a fun form and get a customized, modular letter to Santa, with the desired Salsa products. This could then be sent to their own “Santas”, as a wish list.

In this project I was in charge of creating every part of the letter (including coming up with the “algorithm” and the outputs of the letter), the Facebook posts and all the surrounding communication (newsletters, cross-posts, sponsored posts, etc).