Orchestrating a holiday campaign that brought joy to millions through strategic influencer partnerships and cultural moments.
During the holiday season, connectivity and staying in touch with loved ones becomes paramount. Xfinity needed a campaign that celebrated the moments that matter most—the ones you can only experience when you're truly connected. The creative brief called for something emotional, culturally resonant, and driven by unexpected star power that would capture the hearts of families everywhere.
Starring Steven Carell as an unconventional Santa, "The Greatest Gift" positioned Xfinity not just as a service provider, but as an enabler of human connection. The film showcased the power of staying connected with family and friends during the holidays—the real gift was the ability to share moments together, made possible by reliable connectivity.
As Communications Strategist, I orchestrated the rollout strategy across multiple channels, managing influencer partnerships to amplify the message organically. The campaign needed to move beyond traditional advertising into the cultural conversation, turning the emotional storytelling into shareable moments that resonated with audiences authentically.
I led the influencer outreach strategy, identifying key voices whose audiences aligned with our target demographics. Beyond simple partnerships, we crafted authentic integration points where influencers could share their own experiences of connection during the holidays. This approach made the campaign feel organic rather than forced, driving genuine engagement.
The campaign orchestration involved coordinating launch timing across channels, managing message consistency while allowing for platform-specific adaptations, and maintaining momentum through the critical holiday period. Real-time engagement monitoring allowed us to pivot strategies and amplify what was resonating with audiences.
"Connecting people to what matters most"Campaign Tagline
The campaign achieved strong earned media coverage, with the emotional storyline and unexpected celebrity pairing driving conversations across social platforms. Influencer partners amplified the message to their audiences authentically, and the film became a cultural moment that extended well beyond the paid media window—people genuinely wanted to share this story.
The campaign garnered significant industry recognition for its innovative integration of celebrity talent with authentic influencer partnerships. The strategic orchestration of celebrity presence and grassroots outreach set a new benchmark for holiday campaign effectiveness in the connected home category.
This campaign reinforced the power of authentic partnerships in scaling messages. Rather than relying solely on paid reach, we invested in relationships with creators whose values and audiences naturally aligned. The most successful moments came when influencers genuinely connected with the emotional core of the message—proving that authenticity compounds reach far more effectively than traditional promotions.