Ryman
Objectives
Making Ryman the Go-To for Christmas Gifting
Ryman wanted to position itself as the ultimate one-stop shop for Christmas, a destination for toys, crafts, décor, and gifts that could inspire families during the festive season. The challenge was to make Ryman feel top-of-mind for busy parents and gift buyers.
Strategy
GIFTA curated and gifted personalised Christmas boxes to 60 family creators, each filled with a mix of toys, crafts, décor, and in-store favourites. The brief encouraged authentic, joyful storytelling, from unboxings to craft projects, giving families space to showcase how Ryman could brighten the holiday season in a realistic way.
Outcome
The campaign created a wave of relatable, festive content that resonated with family audiences. One creator’s video went viral with 341k views, while others sparked conversations around crafts and gifting. The joyful content was repurposed across Ryman’s own channels, extending its reach and reinforcing its Christmas positioning.
Content credits to:
@georgina_morrow_
