Lighting up the night sky with heartfelt wishes

Aptaclub Christmas Wishes

The days are long but the years are short when you’re a parent. We gave mums and dads the chance to express a heartfelt wish for their baby, share it in the stars and see it immortalised on a unique Christmas keepsake they would treasure for years to come.

Challenge

Aptaclub’s aim is to give parents expert advice and help them make the best decisions for their baby’s future health. We were asked to connect with parents at Christmas and cut through the festive fatigue at a competitive time of year by capturing their imagination and igniting the spark of engagement.

Insight

As Aptaclub members typically prefer to receive information than to share it, we needed to find an enticing way to get them involved with the brand on social media at Christmas.

Idea

We invited parents to share a wish for their baby’s future and see it written in the stars of our panoramic night sky, using the Facebook 360 feature which allowed entrants to search for their entry. In return, they’d get the chance to win a unique gift: the deeds to their very own star plus a handmade tree decoration inscribed with their winning wish.

The competition ran for three days, opening with an email and Facebook post inviting parents to ‘Share a Christmas wish for your baby’ in the comments. Of the 1.5k wishes received, over 400 were added to our 360° panoramic night sky. 50 finalists also saw their wishes re-written by our talented in-house calligrapher, before being lasered onto a hand-cut star made from seasonal holly wood. Winners received a beautifully wrapped gift package containing their unique decoration and a registration form for a real star.

Impact

This campaign reached a depth of feeling unlike any other; parents jumped at the chance to express their love, and every sentiment came from the heart. They invested their time in the campaign repeatedly across the entire 3 days: giving careful consideration to their entry, exploring the night sky to find their wish and reading the wishes of others. They joined in Facebook conversations, gave each other encouragement and responded with genuine warmth to other entrants.

“The results have been super. We’ve been extremely impressed with the execution and output.”

Lucy Greville-Heygate, Brand Manager, Aptamil

“Absolutely superb work, really great to see such positive sentiment on social media!”

Tom Benton, Head of Digital, Danone Nutricia Early Life Nutrition

Teaser videos

245,120 reach
121,424 views

Competition

199,651 reach
1,500 parents entered
60% earned engagement