Georgia, end of 2016: Right before winter holiday season the historical currency crisis caused massive social anxiety and public loss of faith in government, financial organizations and even in overall humanity. On the other hand economists and sociologists assert that high-trust community is a major contributor to quick crisis recovery. Brief was to tackle distrust in society, target the Facebook as the main source of negativity and save the Christmas spirit in Georgia.

Bank of Georgia and Georgian Post joined forces to introduce new official nationwide tradition that will deliver Christmas magic not only to children, but to everyone. We took and reinvented the popular corporate custom of Secret Santa into a nationwide official tradition. The initiative would only work if thousands of people would unconditionally trust each other and exchange gifts with total strangers.

Facebook was targeted as the main media, and the communication was designed to trigger multi-layer people-generated content throughout different stages of campaign: 1. Becoming National Secret Santa; 2. Receiving a personal match of “Letter to Santa”; 3. Choosing and sending a gift; 4. Getting a message that gift was safely delivered; 5. Receiving the gifts and nominating personal Santas as the best. The campaign also produced 46 non-user generated unique content including: · A teaser phase online videos - to communicate that “Santas are coming to town” · Introductory Online Film · Registration Web Page · DIY gift tutorial online videos · Nomination call to actions.

Reach of 1.7 million (total Georgian Facebook population – 1.8 million); Engagement of 1.39 million; Campaign hashtag - #iamsanta (მევარსანტა) #1 trending during December; 60 000 registered Santas, age range of 1-89, from 612 different locations; Small businesses joining with special offers for Nation’s Santas. Bank of Georgia: #1 trusted Bank (first quarter of 2017) Georgian Post: #1 checked-in place Nationwide during December, 2016 2800% increase in social interaction on Facebook 104% increase in volume of delivery only in 1 month, compared to the whole previous year in total. Currency Rate: Up 16%