This past holiday season, we kicked our usual traditions up a notch by creating a winter campaign loaded with creative advertising deliverables.
From an original video to a physical billboard and a blog detailing our collaborative process, the fruits of our labor speak for themselves. So, despite how charming the campaign was (if we do say so ourselves), we’re not here to discuss the finer details of our artistic vision. Instead, we’re talking about the results it generated.
The season of giving may be over, but we’ve got one last present for you: a flurry of facts and figures detailing the success of our holiday advertising blast.
What Coal Set Out to Do
We weren’t only trying to wish everyone well and tell a compelling story with our holiday campaign. We also had three primary goals:
- Team Building – Everyone at Coal worked hand-in-hand to bring our holiday video, blog, and other deliverables to life—the exact spirit of collaboration we hoped for when we kicked off our campaign.
- Brand Awareness — We wanted our campaign to stay in viewers’ minds—and, like Christmas dinner leftovers, it stuck around well into the new year. Our clients are still mentioning it whenever we chat (even though we have no power to guarantee them a spot on the Nice List).
- Tangible Outcomes – We gave and gave this holiday season and only asked for one small gift in return: increased engagement, especially in terms of email leads. We’re happy to report that Santa delivered us a sackful of new friends to work with in 2025.
From our website to our social pages, our engagement dreams came true this holiday season, and we’re resolved to act on our blessings in the new year.
Coal’s Website Traffic Soared to New Heights
In general, we get a fairly consistent stream of friends, collaborators, and interested brands browsing our site from day to day. During December, however, our page experienced notable spikes in fanfare whenever we released another piece of holiday campaign content.
Traffic was also far more consistent this year than in December 2023, when we only received one large spike at the end of the month. We know 2024’s seasonal visitors came for the campaign because our holiday landing page was the second most viewed portion of our site in December.
Our visitors spent more time on-site as well—over 40% more time in comparison to December of 2023. But, most importantly, they engaged with us. Our contact form was utilized nearly 46% more than during our last campaign—meaning more collaborators to get to know in the coming months!
Coal’s Social Pages Reached More Users Than Ever
Website traffic is a telling indicator of engagement, but not everyone makes the leap from our socials to our own site. That’s why we kept an extra close eye on our social media analytics as well—and they certainly didn’t disappoint!
On Facebook, for instance, we:
- Increased our total reach by 163.7% in comparison to November of 2024
- Netted 52.3% more views than the previous month
- Bumped our total reach up by 152.5% over December of 2023
Evidently, our campaign delivered the exact engagement we were looking for. And Facebook wasn’t the only platform to see a noticeable spike in reach and viewership. In just one day, we enhanced our LinkedIn engagement by a whopping 60%!
The most impressive part of it all, however, is the kind of audience our campaign attracted. About 72% of our holiday video’s views came from non-followers—meaning the campaign successfully completed its job of drawing potential new collaborators into the Coal family.
What’s more, viewers both new and established had plenty to say about our video and campaign. Check out a few of the standout comments we received on our social media pages:
Coal’s Email Engagement was Exceptionally Enhanced
Email leads were one of our main motivators for this campaign, and we certainly noticed an improvement in how our collaborators received our digital messages. Firstly, our open rate shot up to nearly 30%, but those readers didn’t just read our emails—they also took them to heart.
During December, our email Click-Through Rate (CTR) was nearly double the industry average of 2.53%.
We’re so excited about this wave of interest, and we’re riding it into the new year with a renewed sense of creativity and confidence to inspire our future campaigns.
Coal’s Collaborators Tell the Story
Facts and figures present a telling narrative about our campaign’s success but, all in all, it’s still our friends’ opinions that matter the most. So, we’d like to close things off with some words from one of our collaborators, Gayle Fedder of JamLoop Connected Television (CTV) advertising:
“It was a perfect example of out-of-the-box creativity and innovative thinking. By leveraging multiple platforms, you didn’t just deliver a message—you showcased the true power of integrated marketing. This is exactly how an advertising agency can lead by example, demonstrating to other businesses how to connect, engage, and inspire. Your approach not only amplifies your own brand but also opens the door to exciting new business opportunities.”
If you’d like to connect, engage with, and inspire your clients with a unique creative campaign, Coal has the gifts to bring your vision to life. Don’t wait for Santa to deliver unparalleled advertising talent down your chimney: Request a proposal to begin working with Coal in 2025.
