THE CHALLENGE
Christmas campaigns are one of the most competitive moments in Brazilian retail, especially for shopping centers competing for audience attention, foot traffic, and media relevance.

For the 2018 holiday season, the objective was to reposition Taguatinga Shopping’s Christmas campaign through a more contemporary and socially driven approach — creating a campaign capable of generating both online engagement and real-world visitation.

THE CONCEPT
Instead of presenting Santa Claus as a traditional static character, we transformed him into a digital personality.

Eu Sou Noel introduced a more humanized version of Santa: active on Instagram, interacting with influencers, participating in trends, and communicating with audiences through humor and relatable content. The campaign extended beyond the mall environment, turning Santa into a recognizable social media figure throughout Brasília’s holiday season.

The strategy combined influencer marketing, real-time social content, PR activation, and experiential retail to create an integrated Christmas campaign that felt culturally current rather than conventionally seasonal.

RESULTS
Over 45 campaign days, the project generated:

• 600+ media placements

• 60k+ social media engagements

• 42k visitors to the in-person Santa experience

• 5k new Instagram followers in six weeks

• 12% increase in foot traffic

• 10% increase in sales compared to the previous year

• 51% increase in raffle participation

• 42% growth in coupon exchanges

• 45% increase in average receipt value

• 98% growth in new customer acquisition

 

The campaign also generated approximately R$720k in earned media, receiving coverage from major Brazilian outlets including TV Globo, SBT, Correio Braziliense, Jornal de Brasília, and Metrópoles.

The project was later recognized with a Bronze award at the Prêmio Colunistas 2018.

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See the full case at Look'n'Feel website.