Christmas jumper day

Raising more than £3 million with christmassy fun
Save the Children

Every year, millions of school children, teachers, families and offices get involved in Save the Children’s Christmas Jumper Day, donning their daftest knitwear to raise money for one of UK’s most beloved children’s charities. It only took a stroll down the street on Friday 16 December 2016 to notice how much this very silly day had grabbed people’s attention – jumpers were everywhere!

Since 2014 Small Axe have been part of the Christmassy fun, and in 2016 we developed a digital supporter mobilisation strategy that would up the ante again.

We created and delivered a comprehensive email journey that helped to inspire more than five million sign-ups and raise over £3 million. We also illustrated and developed a package of iOS stickers that were downloaded hundreds of times from the Apple App store in the run-up to Christmas Jumper Day.

Our email journeys and iOS stickers formed part of an exciting multi-channel campaign, both online and offline, that made Save the Children’s Christmas Jumper Day a huge success in 2016.

Through our use of copy, design, development and creative we helped make Christmas Jumper Day bigger and better than ever before, and we look forward to applying our expertise to plenty more impactful and memorable campaigns in the future.

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DISCIPLINES
Advertising
Strategy
Digital Mobilisation
Fundraising
STATISTICS
400%
Increase in Compass Facebook page likes
3.7M
Audience reach on Facebook
3M
Facebook video views
550K
Facebook Engagements