Each year, DeSales runs a Christmas campaign for the Diocese of Brooklyn. In 2016, we debuted “Put Him on Your List,” encouraging parishioners to remember what the season is really about. As was our custom, we involved the Archdiocese of New York and the Diocese of Rockville Centre in the campaign. The high point was a social media activation, where we distributed pins and encouraged people to post a selfie of themselves wearing the pin, to spread the Good News. It certainly got DeSales in the Christmas spirit!
In 2017, we brought the campaign back and built upon it, again reminding people that Christmas is really about Jesus. That year we had a secondary goal: to share the Christmas spirit and get all eight dioceses in New York state involved. And so we did: all materials, including a package to share with parishes (which also included microcontent and messaging ready for social) was made available in English and Spanish to all of the dioceses.
The centerpiece of the campaign was an original song and music video which DeSales Media commissioned on behalf of the Diocese of Brooklyn, of a local New York Christian artist, which encourages folks to “Put Him On Your List (This Christmas).”
We also shot a 30-second commercial which aired on broadcast television and online.
All ads linked through to a custom landing page on the Diocese of Brooklyn’s events site, MeetMeIn.church. You’ll see the Christmas spirit of all the New York dioceses coming together in the interactive map, and then you can watch the music video, download the song, and watch an inspirational Christmas story video.
As always for major campaigns, the engagement didn’t end when Christmas was over. We then compiled an analytics report full of quantitative analysis and insights across channels, and including events tracking website clicks, paid vs. organic trafifc and behavior, advertising success across the ad mix, and even how far through the video people would tend to watch.