All I Want for Christmas Is a Goat

ActionAid

Disciplines

  • Art direction
  • Content production
  • Copywriting
  • Film production
  • Graphic design
  • Idea
  • Media pitch
  • Social media activation

What we did

Christmas is the most important time for ActionAid to raise money. By purchasing a symbolic gift, such as a goat from their web shop, people contribute to help others fight poverty worldwide. To break through the media buzz we created “All I Want for Christmas is a Goat” – the world’s first album where goats interpret our fondest Christmas songs. The album was released on all major streaming services where the revenues went to ActionAid. In connection to the album people were encouraged to buy a goat on ActionAid’s web shop.

It became a viral global success that created an estimated reach of over 700 million impressions, with $0 in media budget. The music has been shared over 500,000 times on social media and has over 2.6 million views on YouTube. The visits to ActionAid’s web shop hit a record and sales increased with 41% from the previous year. These results made the campaign the most successful one in ActionAid’s history.