Yours, Mrs Claus


Our campaign for ActionAid introduced a new audience – ABC1 women aged 25-40 – to the charity, helping to drive sales of its Gifts in Action at Christmas.

To engage these women, this campaign needed to be novel, humorous and led by social / digital platforms.  

Mrs Claus was chosen as our creative route as she represents all the marginalised women at Christmas. We gave her a voice through a bespoke tumblr – Yours, Mrs Claus – which also brought together influential women to help redefine the festive season.

But here’s the clever bit – to tell the story of the hidden women ActionAid supports across the world, we hid our blog, leaving only a trail of digital breadcrumbs in clickbait links designed to be accessed only by women.

And the results? 62% of those we reached were new to ActionAid and we helped Gifts in Action achieve 110% of its target. Which then helped the wider Christmas appeal achieve 112% of its target. Santa who?