The Elf on the Shelf: UK roadshow

Since its conception in 2005, The Elf on the Shelf brand has become one of the USA’s best-selling Christmas products. Our brief was to grow and anchor brand awareness in the UK.


Christmas is a saturated time of year for brands in the UK market so we knew our event needed to entice consumer engagement in a creative way. Our approach was to develop and deliver a seven week The Elf on the Shelf nationwide Roadshow, partnering with top retail stores such as John Lewis, Fenwicks, Arnotts, Bents, and five Hamleys stores across the UK.


The Elf mascot tour offered children a chance to meet the ‘Elf’ himself, aiming to generate social media buzz and consumer engagement directly with the brand on the high streets of UK.

Building more awareness around the brand on tour, other opportunities such as arts and crafts, selfie stands, meet and greet with Elf, DVD screenings and storytelling were on offer throughout the day. Our pre-promotion was planned and executed across social, online competitions and a publicity drive via regional press helped increase footfall ateach event.


Having created a magical experience for children and families nationwide, our campaign results exceeded all expectations for brand awareness, allowing the brand to truly grow and develop in the UK market. With an ongoing buzz via social media before, during and after the Roadshow from social competitions and consumer interaction in regional press we achieved 24 key pieces of coverage and a staggering total reach of nearly 15 million.


With close relationships maintained and developed across all stores, Way To Blue team members produced a six page training document for the staff, holding training sessions in advance and visited all local stores to meet the staff and oversee the activity. We formed new relationships with influential retail partners for brand extension and maintained already existing relationships with all stores to extend brand knowledge and awareness further increasing brand awareness across several key cities in the UK.


Total audience reach


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