Goals and objectives
The primary objective of the campaign was to raise awareness of the Ønsk app and drive app downloads during the holiday season. Recognizing the common frustration of receiving unwanted gifts—an issue highlighted by a YouGov survey indicating that over 50% of respondents had returned or exchanged Christmas gifts—the campaign sought to position Ønsk as the solution. The app allows users to create and share wish lists, making gift-giving more accurate and enjoyable. The campaign aimed to communicate this message through humor while maximizing engagement and encouraging click-throughs to the app download page.
Surprising Insights
In addition to achieving its core objectives, the campaign uncovered several unexpected insights that could inform future strategies:
- Broader Demographic Appeal: While aimed at young adults, the campaign resonated strongly with users over 40. Interestingly, although Ønsk’s primary user base is female, the majority of article readers were male—indicating an expanded potential audience.
- Authenticity Drives Engagement: The campaign’s humorous take on real-life gifting frustrations created a sense of shared experience, enhancing relatability and brand connection.
- Snapchat’s Strong Performance: The platform exceeded expectations, proving to be highly effective for delivering short, humorous, and shareable content.
- CTA Optimization: A/B testing revealed that sticky call-to-action buttons, while seemingly useful, actually reduced conversions—an insight that will shape future design and placement strategies.
These findings highlight the value of experimentation and the importance of creative authenticity in driving both engagement and conversion.