Case study

The Snowman

Making everyone’s Christmas a Snowman-filled 40th-anniversary celebration.

follower increase
user-generated photos
purchase leads

a festive

We helped Penguin Ventures plan the most heart-warming social messaging, the most thumb-stopping content and the most impactful use of ads for The Snowman’s 40th Anniversary. Bringing together PR activity, licensee promotions, events and brand partnerships we brought the Snowman to life online, delivering Christmas cheer to over 1.1M people.


Involving the fans and using user-generated content was key to the success of the campaign. By jumping into comments of festive photos on Instagram, Twitter and Facebook, we rallied submissions for the Snowman photo mosaic project. We even sent out a call on Twitter for secret messages that would be sent on bespoke handwritten Christmas cards, from the Snowman himself.

What was said

Working with Wilderness has been collaborative, creative and fun. Our social media campaign exceeded expectations, we’d highly recommend them!

Sarah Hulands, Junior Brand Manager – Penguin Ventures
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