Dunelm has been “Delivering Joy” at Christmas since 2020, an initiative that partners with local schools, care homes, and charities to offer donated gifts and recycled Christmas decorations to those in need. With the cost-of-living crisis threatening so many struggling households at Christmas 2022, Dunelm rallied us with a mission to scale up their Delivering Joy initiative to reach more communities, drive positive word of mouth and advocacy, increase footfall to Dunelm, and ultimately get shoppers to deliver joy to their local communities.
Collaborating with Global, we turned Delivering Joy into the nation’s most meaningful Secret Santa by enabling more goodwill gifting in local communities through Dunelm stores by making or donating a gift and choosing a pre-written gift tag. Christmas decorations could also be donated, and gifts could be swapped. Working with Heart and Smooth, we co-created a new feature inspired by Dunelm’s Delivering Joy format, involved new communities, and weaved real-life stories throughout the campaign with Heart and Smooth.
Together, we delivered over 60,000 presents via Dunelm stores, doubling our 30,000 target, tripling Delivering Joy’s impact YoY, and helping Over 593 local causes. Our activity drove over 30,840 web sessions and 17,082 new users to Dunelm’s Delivering Joy landing page, a 369% and 309% increase YoY.