All I Want for Christmas is a Goat

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. But how could we generate significant awareness around ActionAid’s web shop, in a time where every brand fights for attention?


To drive traffic to ActionAid’s webshop, leading up to christmas, through their most significant gift, the goat.


Goats odd–sounding bleating has recently become a pop cultural phenomenon online. Also, nothing creates a cosy christmas mood better than music. So by combining Christmas music with the characteristic screams of the goats, we managed to grab people’s attention.


“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.


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.