How the “12 Days of Christmas” campaign reached 1.8M organic views
Twelve videos, one recurring format, shot in a single day and posted into the quietest two weeks on the calendar. It sourced six figures in pipeline from a senior sales audience.
I met Morgan while I was lead editor at the startup he was running. He was sitting around 140,000 followers on LinkedIn and the account had gone flat. Plenty of audience, less movement.
Over the first four to six months of managing his content we generated more than 8.4M organic impressions. The Christmas campaign came out of that stretch, once we understood what his audience responded to.
Morgan sells to senior sales leaders, so I pitched him a simple idea. Twelve videos covering the biggest wins of his career, the brands he had worked with that year, and the return those companies got from working with him. One video a day for the twelve days leading up to Christmas, with him in an ugly Christmas sweater the whole time.
We pulled his best performing posts from the previous twelve months and looked for what they had in common, then wrote every script against those patterns. Each video stayed under ninety seconds. We filmed all twelve on Black Friday and turned the edit around in about two weeks.
The timing was half the strategy. Most people take their foot off the gas in December, so the feed was wide open.
Twelve videos built on one person's expertise, aimed at one audience, gets repetitive fast. That was the real problem to solve.
We structured each video around a different objection he runs into on sales calls, how he handles it, and the proof behind his answer. Every episode led with a number tied to revenue he had actually generated. Different objection, different story, same credibility underneath.
It helps that his track record does a lot of the talking. A four-time LinkedIn Top Voice badge in sales and 175,000 followers buys you attention. What you do with it is the job.
1.8M organic views across the twelve videos and six figures in sourced pipeline, from one shoot day and about two weeks of edit time. Follower growth over the wider engagement ran from 146K to 169K.
We're running it again this year.
Social copy scares a lot of executives, and it shouldn't. It's a muscle you haven't worked yet.
If you sell a product or a service, build every topic around the pain your audience is already carrying. Picture your ideal customer sitting across from you. How would you explain your expertise to that one person in real life, on the phone, in the room? Write that down and you have content.