‘Geekmas’ Holiday Campaign
Loot Crate / 2018
Goal: Reinvent and expand the holiday sales strategy through a fan-driven approach, create a cultural moment grounded in geek and gaming community values, and boost subscriptions and direct purchases during Q4.
Challenges
Differentiating in a saturated holiday e-commerce space
Aligning internal teams and external partners under one cohesive theme
Driving real engagement while supporting performance goals
Approach
Rebranded “Geekmas” from fan slang into an official holiday experience
Introduced Eddie the Yeti as the campaign mascot to anchor creative and storytelling
Directed month-long content rollout: videos, contests, giveaways, and interactive moments
Led coordination with licensed brand partners for collaborative product drops and promos
Activated influencer support and community campaigns to sustain momentum
Balanced brand building with performance tactics across email, paid, and soc
Direct Mail & Paid Ads
Outcomes
Drove a double-digit lift in new subscription sign-ups during December, outperforming the previous year’s holiday campaign
Increased e-commerce conversions across featured Geekmas promoted crates and limited-edition partner items by over 20%
Boosted engagement rates on social and email, with campaign content outperforming average benchmarks across owned and co-branded channels
Successfully positioned Geekmas as an annual campaign pillar, contributing to year-over-year holiday recognition and stronger seasonal performance