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Christmas is one of the most emotionally resonant moments of the year. It’s a time when people reflect, connect, and celebrate togetherness in many different ways.
For many brands, the Holiday season represents a unique opportunity to strengthen relationships with existing clients and reach new audiences through campaigns moved by storytelling that inspire warmth and empathy, and create memorable experiences that people will want to share.
For Schoonenberg in particular, this season is especially meaningful as it is a time to remind people of the power of listening to the sounds that make us feel closer to each other, proving how hearing connects us to what truly matters.
With Schoonenberg’s intention in mind and their latest commercial as a base for our inspiration, it was up to our team to develop a multi-layered Christmas campaign focused on the emotional power of sounds and the importance of listening.
Our goal was to combine digital interactivity with the heartfelt storytelling from the original commercial, in the hopes of strengthening client relationships and reinforcing Schoonenberg’s brand purpose: connecting people to hearing each other and focusing on what truly matters.
Based on the original Schoonenberg commercial, which focused on the importance of listening as an act of love and connection and featured a well-known song called Why Can’t We Live Together, the core of the campaign’s creative concept was simple, yet effective: Sounds That Bring You Closer.
How would we implement this, you might ask? Why not simply invite people to listen closer and reconnect with those who matter most, through a personal, digital postcard?
Schoonenberg clients would receive a holiday newsletter with direct access to a dedicated campaign landing page. Upon entering the landing page, customers would be greeted by a Christmas message from the Schoonenberg team, “Schoonenberg wishes you a Merry Christmas” and a simple CTA inviting them to “Keep listening to each other”.
Upon clicking the CTA, the newly released Schoonenberg commercial and the iconic song Why Can’t We Live Together. Below the video, a one-question quiz would ask the customers, “What does Christmas mean to you?”, followed by three possible answers:
Each answer would generate a different digital Christmas-themed postcard, to which a personal message could be added, and later sent to the customer’s loved ones via email, WhatsApp, or even downloaded for print.
To bridge the gap between emotional connection and brand advocacy, we featured the Schoonenberg Ambassador Program at the bottom of the landing page.
Just after creating their personalized postcard, users were invited to share the gift of hearing by referring friends and family. By turning satisfied customers into ambassadors, Schoonenberg rewards those who spread the word, with all referrals easily managed through their online environment. This placement leverages the trust of a personal recommendation and the quality of StAr-certified audiologists, ensuring that once customers reconnect with their own loved ones, they are empowered to help others do the same
This campaign served as a successful Proof of Concept for Top-of-Funnel engagement, achieving a 56.22% Open Rate that validated deep audience interest.
While the 6.82% CTO confirms the email was primarily valued as a relationship-building gesture rather than a sales driver, it perfectly fulfilled our goal of reinforcing brand sentiment during the holidays.
