Concept:
A fun Christmas themed quiz, that calculates what kind of personality type (creative, foodie, animal lover, adrenaline junkie, etc.) an individual has based on a series of fun multiple choice questions. With these results participants are then presented with a customised wishlist to be shared on social media, filled with Red Letter Days experiences that would make the perfect Christmas gift for them. The idea of this, is that they can easily use this as a hint for their loves ones, like “hey, not sure what to get me? Take a look at these!”
Each time the individual shared their results on social media, they received an entry into a prize draw to win an item on their wishlist. 
Fitting in with the campaign, we created new personality based category pages on the website navigation, so that customers can shop for individuals rather than simply by “him”, “her”, etc. Participants of the quiz are also directed to these pages based on their results.
My role:
Further to the initial brainstorming for the campaign, my role was to produce creative copy for the introduction and main body of the quiz, as well as extensive SEO text for each of the new personality category pages.
The campaign also involved me writing copy to be used for promotion across the Red Letter Days social media channels, which utilised the hashtag #Wishmas, as well as bitesize automated posts to be sent out when an individual shared their results on social media.
I created an email template, which was received by each participant, outlining the results of their quiz and how to enter the competition. Through the campaign we also sent out a a series of personality themed emails, highlighting our new category pages and corresponding experiences.
The results:
- New email opt-ins
- Boosted conversion rate and add to basket rate
- Increased social following
Sophie Deering - Copywriter 