CRAFTING PERSONALIZED EXPERIENCES WITH AN OMNICHANNEL APPROACH
As we reflect on the holiday season, we're reminded of the joy and magic that personalized experiences can bring. At SeaChange, our Joy Unwrapped campaign was all about creating memorable, curated gifts for our clients and partners. While the holiday season may be over, the process behind these unique gifts is something we’re proud to look back on—a perfect blend of creativity, strategy, and omnichannel thinking.
Here’s a look at how we brought the Joy Unwrapped campaign to life and the steps we took to craft personalized, memorable holiday experiences.
STEP 1: THE STRATEGY SESSION
Every great campaign begins with a strategy session, and for Joy Unwrapped, this was the critical starting point. We started with our recipients in mind and brainstormed the best ways to connect with them using a gift. This approach, grounded in an omnichannel mindset, ensured that every element was interconnected—from the gifts to the messaging as well as every touchpoint along the way. This session helped us create a seamless, personalized journey from start to finish.
STEP 2: CRAFTING THE CUSTOM GIFTS WITH SEACHANGE'S PROMO TEAM
Once the strategy was in place, the next step was selecting and curating the perfect gifts. Our promo team took great care in finding items that were both meaningful and full of holiday magic. We wanted each gift to bring joy to the recipient. In addition to choosing these items, we also customized and branded them with the SeaChange look and feel, from the logo on the ornament to the colors of the socks.
STEP 3: CREATING THE CUSTOM GAME EXPERIENCE
One of the highlights of the Joy Unwrapped campaign was the personalized interactive game. Developed by the GATHER Agency team, this custom game allowed recipients to answer questions that helped us tailor their gift packages. The game was designed, programmed, and refined to deliver a curated experience that felt truly personal and one-of-a-kind.
A key feature of the game was its dashboard, which tracked real-time responses and performance. This allowed us to monitor the experience and ensure that the process was smooth, seamless, and fully aligned with the goals of the campaign. It was a unique way to engage recipients and personalize their gift experience from the beginning.
STEP 4: PACKAGING AND PRINTING
Once the game and gifts were in place, the next step was ensuring the packaging was just as special as the contents. Our design and production teams worked together to create custom packaging that was beautiful and durable. Each gift was placed in a custom box designed by our CAD team and produced using durable 28pt stock. The box was printed using our Komori sheetfed press to ensure it was not only sturdy but also visually striking.
We also printed holiday cards with soft-touch finishes and personalized coffee cards on premium stock to make each piece of the gift feel special. The attention to detail in the packaging was crucial to delivering an experience that was memorable from the moment the recipient opened the box.
STEP 5: GIVING BACK
Another key part of the Joy Unwrapped campaign was giving back. Recipients had the option to choose one of two organizations—Tree Trust and The BrandLab—for SeaChange to donate to on their behalf. This added a meaningful layer to the campaign, extending the experience beyond the gift and into the community.
By including this charitable option, we were able to share the holiday spirit in a broader way. It was a reminder that the holiday season is about more than just giving gifts—it’s about making a positive impact and giving back to those who need it most.
THE RESULTS
The Joy Unwrapped campaign was more than just a gift—it was an opportunity to engage with the SeaChange community and deepen our connections. Here’s how the data showed just how well the campaign resonated with our recipients:
- Our email invite had an impressive open rate of 55.7%, a click rate of 45.2%, and a click-through rate of 81.2%. Wow! These figures show that the messaging and offer piqued the interest of our audience, driving them to interact and learn more.
- 51.1% of recipients played the game, further validating that the personalized, interactive approach was compelling and kept participants engaged.
- The campaign site saw 581 visits, with an average visit duration of 6 minutes and 54 seconds, indicating that people were taking the time to explore and engage deeply with the experience.
- On Day 1 of the campaign, our dashboard showed that over 30% of recipients engaged with the game—a fantastic start to a highly interactive and successful campaign.
OMNICHANNEL IN ACTION: A PERFECT FIT FOR THE HOLIDAY SEASON
The Joy Unwrapped campaign is a great example of how an omnichannel strategy can create a cohesive, personalized, and fun experience. From the initial strategy session to the gift curation, game development, packaging, and charitable giving, every step of the process was interconnected. Each part of the campaign worked together seamlessly, ensuring a memorable and impactful experience for every recipient.
We’re proud of the creativity, strategy, and thoughtfulness that went into bringing this holiday experience to life. While the holidays may be over, the connections we made and the joy we brought to our recipients will continue to inspire us as we move forward into the new year.
Want to see great results by infusing your next campaign with a bit of fun? Connect with SeaChange to see how adding an interactive game, promo items, or a real-time analytics dashboard can help you capture—and measure—more of your audience’s attention. Contact us today.
