Times Secret Santa
Overview of this campaign
With the objective of engaging with our current readers and increasing readership per copy, the Times of India brought back the concept of Secret Santa wherein readers wrote to TOI with requests to send gifts to their loved ones. TOI then made their wish come true by sending gift vouchers to the loved ones before Christmas.
An interactive platform www.TOISecretSanta.com was created on which readers had to register, share details of their loved ones to whom they wanted to send a gift.
The Times of India partnered with many other brands to acquire these gifts which were sent to the readers loved ones free of cost.
The Secret Santas were revealed in the Times of India post Christmas through print ads and editorial coverages. The loved ones who received the gifts were hooked on to the newspaper for the entire week to know who their Secret Santa was. This inculcated the habit of reading newspaper daily amongst this target group.
The campaign also spread positivity, celebration and a reason to cheer during the pandemic times.
The campaign was promoted on print and digital mediums.
Results for this campaign
KYC/Acquisition of database - 43,000+
Total gift requests -
- Mumbai - 15,513
- Pune - 6300
Total gifts dispatched -
- Mumbai - 5000+
- Pune - 3000+
Website visitor statistics -
- Impressions - 1.1Million
- Page Views - 135K+ over a period of 10 days
- Average engagement time - 2m35secs