The Big Fat Christmas Infographic

Background

Every December, Planet Agency plays host to an end-of-year Battle Royale. A ruckus of Tolkienian proportions in which thousands compete to create that Christmas campaign. You know, the one that artfully dodges the recycle bin on its way to the festive hall of fame, alongside AKQA’s musical microwaves and Weapon7’s client-operated snow cannon. With every agency under the sun vying for the same honour, success doesn’t come easy. But after the glitter settles, someone must emerge victorious...

Idea

2012 saw a number of marketing trends steal the headlines. Among them, social-centric content, compelling data visualisations, great storytelling and – somewhat surprisingly – the return of direct mail. In honour of the year that was, Mason Zimbler packed all these trends into the oven and baked them into the ultimate festive feast: The Big Fat Christmas Infographic. Executed as a big fat poster direct mail and a big fat interactive parallax-scrolling website, delivered by email marketing and social, the infographic showed off Mason Zimbler’s breadth of capabilities as an integrated, creative and strategic agency. It also left no doubt in the recipients’ minds that, as well as knowing how to plan and execute to an exceptionally high standard regardless of channel, Mason Zimbler know how to find and tell imaginative stories with humour and charm. After all, who else was talking about the number of doves required to lift a turtle or the length of pipe needed to transport you to the moon? Digital execution: http://thebigfatchristmasinfographic.mzl.com/

Results

he campaign was received very well across all channels; Email The email driving to the digital execution was received by clients, prospects, suppliers and partners alike. The results were very impressive - above industry average: Ppen rate: 12.44% Click through rate: 6.13% Digital 1000s of referrals to the digital execution of the infographic through Reddit, Facebook and dailyinfographic.com, amongst other social channels. Average dwell time on site: 3mins 44secs Social Total reach of over 271,000 - x55 larger than original dataset In addition to the metrics, the infographic also received glowing feedback: “I want to compliment you for your team’s extraordinary Christmas card. Genuinely inspired!” Matt Rosenblatt, EVP, The Agency Inside “Now this is a beautifully designed infographic – and it’s interactive! You’ll probably even pick up some random facts (good for trivia night). Enjoy!” ‘The Creative Group’, via Facebook “FRIDAY INFOGRAPHIC!!! Check out this awesome interactive 12 days of Christmas infographic from @MasonZimbler.” ‘Thesmartfile’, via Twitter “Best. Christmas. Card. Ever! ‘The Big Fat Christmas Infographic’” ‘Lauramaggie’, via Twitter “Love, love, love the @MasonZimbler holiday card this year! always a treat to receive”. ‘ederouet’, via Twitter