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.