Dualiveries - The 12 Days of Christmas, Dua style.
A global campaign designed to showcase creativity and drive engagement while giving back to Dua's fans. The project uses interactive website design, stop-motion video content and packaging design to reward fans with high-quality content and a Christmas competition, all delivered with a personal feel.
Starting on Christmas Day and for a duration of 12 days, fans are invited to digitally unwrap a gift each day and enter their details for a chance to win. After the competition ends, winners are picked at random and sent their prize in bespoke Dualiveries-branded packages.
The handcrafted campaign generated an outstanding social reaction from fans all over the world and the presents delivered to the 169 lucky winners took this digitally-driven project into irl-territory. There were at total of 77,992 global entries overall with millions of website visits to the microsite. 30,383 of these were unique entries, meaning on average each fan entered at least twice during the competition, creating a drive back to the website throughout the 12 days that the campaign ran.
Using a unique hashtag for the campaign #Dualiveries, we had over 10,000 tweets using this and also caused a hashtag trend on Instagram where fans could follow the hashtag (a new feature on Instagram). A wave of UGC content from fans was also a highlight, picturing their Dua branded gift.
This creative campaign proved very effective in both social and website presence along with strong design and direction in UX, packaging, content and branding.