Debenhams uses Instagram competition to engage customers in Christmas campaign

Debenhams has launched its multi-channel Christmas campaign called 'Found It', which encourages customers to share the gifts they have found for family and friends on social media.

#FoundIt: Multi-channel campaign launches in-store and on social media
#FoundIt: Multi-channel campaign launches in-store and on social media

The campaign builds on last year's, but takes a more personal approach to present buying. Gift suggestions for different personas have been devised including: ‘Found It: For the fashionista’; ‘ Found It: For the girl who likes to sparkle’; ‘Found It: For the weekender’; ‘Found It: For the one you love’; and ‘Found It: For the littlest one’. 

The TV ad, created by Debenhams' retained agency JWT, focuses on the emotion of a recipient when they receive the perfect gift and features celebrity voices of Dawn French, Sarah Millican, Jamelia and James Nesbitt.

Richard Cristofoli, Debenhams marketing director, said: "The 'Found It’ campaign was designed to celebrate the moment of finding and receiving the perfect gift from a loved one. It was created as a campaign idea that would have longevity, not burn out after its first year. Feedback on our 2014 campaign was extremely positive and we are pleased to return with an even stronger emotional connection this year.

"Our campaign is multi-channel and seeks to make smart use of resource with, for example, shorter length TV ads that see us deliver a higher frequency of media."

In addition to the creative ad, PR and social media, which are being managed by Debenhams' in-house team, play a big role.

Instagram and Facebook competitions have been launched, encouraging customers to share a selfie of themselves using #foundit, with the ideal gift they have found at Debenhams. Entrants have the chance to win a £1,000 gift card as well as the chance to appear as part of a Metro cover wrap in December.

Extra social media activity will take place to prompt continuous conversations using the hashtag 'foundit'.

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