The Perfect Christmas Ham

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Goal

We needed a concept that would educate consumers about HK’s Christmas ham selection and after that unite them with the perfect Christmas ham that suits their needs best.

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Strategy

HK already had data on what type of ham different kind of consumers buy. So it was a no-brainer to utilise this data and use it as a key element in the upcoming campaign. We knew that a gamified personality test would be a perfect solution to combine the consumer and the data, but we also knew that no one would really get excited about ‘product feature’ -test where you just try to figure out what kind of a Christmas ham you would like.

We decided to flip the table – We really wanted to tap into the personalities and knew that it’s also something that consumers would get really excited about. Who wouldn’t like to know their Christmas personality?

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Creative idea

Now you can stop buying the wrong kind of Christmas ham – find out what kind of Christmas ham is perfect for you.

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Execution

Utilizing Leadfamly’s platform we created a personality test around Christmas that featured six different personalities with humorous descriptions. To find out your Christmas personality and the perfect Christmas ham the player needed to answer multiple different questions about different real life life situations that might happen during Christmas.

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After completing the questions the player got to find out their personality description and what Christmas ham would be perfect for their personality. We also educated the consumer about the ham and what would be the best way to cook it.The campaign was advertised through Facebook and Instagram and it was also visible in the HK.fi homepage

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Results

15 697 Total sessions // 12 230 solved personalities // 78% completion rate from session to solved personality // Time spent per visit 02:13 // Total time spent with campaign 470 hours (19,5 days)

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