- Campaign Name: 12 Days of Christmas
- Timeframe: Annual holiday campaign
- Core Strategy: Multi-site themed gifting with practical, memorable items that recipients would actually use
Challenge:
JLL runs an annual 12 Days of Christmas campaign. Global real estate firm, thousands of employees and clients to reach.
7,500+ gifts. 12 different locations. Everything themed, everything on time.
Most companies would grab generic holiday boxes and call it done. That's the problem. Nobody remembers generic.
Response:
The play was simple: match the theme, but make it useful.
A reversible bucket hat. Practical for summer, fun enough to wear. Premium can coolers that actually keep drinks cold. Quality aprons people would use beyond the holidays.
Each piece mapped to the 12 Days lyrics. But more importantly, each piece was something recipients would actually keep.
The logistics were the hard part. Coordinating 12 sites, staggered rollout, timing each "day" perfectly. Most campaigns fall apart in the execution, not the concept.
Result:
All 7,500+ items delivered on time. Zero issues across 12 locations.
The bucket hat became the standout. People asked for extras.
Here's what matters: when your merch becomes the thing people request more of, you've cleared the bar from "corporate gift" to "thing I actually want."
