29.8M
impressions in one holiday season, paid and organic combined
What they needed
The experience had a short season, two cities and an audience of families with young kids. It needed social that sold tickets fast, kept the holiday magic intact and followed strict kid-safe rules in every comment and reply.
What we did
We handled copy, design, video editing and hashtags, ran photo shoots at the events, and set up Facebook event pages, a Linktree and the start of an Instagram Shop.
We planned the season around ticket moments: two giveaways, a flash sale and Black Friday, plus playful series like the Ultimate Candy Bracket.
We ran TikTok ads built to sell tickets, which also brought in family videos we could reshare. In the comments, we followed the client's kid-safe rules and replied within four hours.
What happened
- 29.8 million impressions, 1.2 million video views and 450,000 engagements across the season, paid and organic combined.
- 62,000 link clicks to tickets and merch.
- Instagram, the priority platform, grew its followers 67% and averaged 244,000 accounts reached per day.
- One of our graphics ran in PaperCity Magazine's coverage of the Arlington show.
Questions about this work
What social media services did Zolay provide for the Elf on the Shelf Magical Holiday Journey?
Copy, design, video editing, event photography, giveaways, TikTok ads for ticket sales and kid-safe community management on Instagram, Facebook and TikTok.
What results did the event see?
29.8 million impressions, 1.2 million video views, 450,000 engagements and 62,000 link clicks in one season, paid and organic combined, with Instagram followers up 67%.
Does Zolay do social media for events?
Yes. Zolay runs social for live events, launches and seasonal campaigns, including on-site coverage.