The challenge

benenden health wanted to engage with its Facebook audience in the run-up to Christmas. With an advent calendar already planned for December, the fabl was tasked to make it stand out from the crowd and increase its community and activity on Facebook.

The solution

Our analysis of benenden’s current members and Facebook followers showed that the target audience were predominantly women over 40. To appeal to this group, our content strategy was to create a story featuring a group of woodland creatures trying to get to Santa’s Christmas party. We chose these partly to appeal to this specific audience, and because cute animals have the highest click rate on Facebook. Each day had a new prize for users to win – but unlike other calendars, we made benenden’s story user generated. This meant that as well as likes and competition entries, we had genuine engagement from the audience.