Asda reveals PR and social drive behind #becauseitschristmas campaign

Alongside its TV ad, Asda is pushing its Christmas campaign on social media and using its X Factor connections to win over journalists.

Light up everything: Asda's #becauseitschristmas campaign
Light up everything: Asda's #becauseitschristmas campaign

Comms for the campaign are being handled in-house, while Asda's social agency IMP Media is handling digital work.

Along with its TV debut on Sunday night, the #becauseitschristmas film reached more than two million people on Facebook and the site received almost 4,000 comments from fans saying what they were most looking forward to at Christmas.

Teasers using content from the ad, which features the debut single of X Factor contestant Fleur East, were run on Twitter using the hashtag. When East herself tweeted the hashtag, page impressions rose further still.

Russell Craig, Asda senior director, media and community relations, told PRWeek: "Our marketing team has created a great Christmas campaign that steps away from the traditional and celebrates the anticipation and attitude of the season with more than a touch of Asda personality, so it was fairly straightforward to communicate. 

"Our aim was simply to reflect the spirit of the ads and bring the campaign to life. The addition of an upbeat funk track from X Factor star Fleur – her debut – gives the campaign an extra angle for showbiz journalists, and amplifying it all with a content-driven approach on social keeps it engaging for customers throughout the next couple of months."

This week IMP plans to create more customer advocacy through asking questions and sharing pictures. Another key part of the campaign is community, which will be reflected through the retelling of real-life stories of Asda's in-store Community Life Champions – employees who work on local community projects – across the brand's social channels.

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