SECRET SANTA: HOW SMALL BUSINESS WON WINTER HOLIDAYS

ClientBANK OF GEORGIA
Category A12. Corporate Social Responsibility (CSR) / Corporate Image
TitleSECRET SANTA: HOW SMALL BUSINESS WON WINTER HOLIDAYS
Product/ServiceBANK
Entrant REDBERRY Tbilisi, GEORGIA
Idea Creation REDBERRY Tbilisi, GEORGIA
Idea Creation 2 J. WALTER THOMPSON METRO Tbilisi, GEORGIA
Media Placement REDBERRY Tbilisi, GEORGIA
Media Placement 2 J. WALTER THOMPSON METRO Tbilisi, GEORGIA
PR REDBERRY Tbilisi, GEORGIA
PR 2 J. WALTER THOMPSON METRO Tbilisi, GEORGIA
Production REDBERRY Tbilisi, GEORGIA
Production 2 J. WALTER THOMPSON METRO Tbilisi, GEORGIA
Credits
Name Company Position
Eka Kipiani JWT Metro Creative Director
Basa Metreveli Redberry Digital Products Director
Lasha Lomouri Redberry Product Designer
Medea Makhatadze Redberry Project Manager
Niko Rekhviashvili Redberry Digital Products Strategist
Ane Erkomaishvili Redberry Digital Products Art Director
Davit Petriashvili Redberry UI/UX Designer
Irakli Takaishvili Redberry UI/UX Designer
Samuel Muzaevi, Redberry UI/UX Designer
Levan Kvitsinadze Redberry Senior Developer
Achi Bakhsoliani Redberry Senior Developer
Imeda Aivazashvili Redberry Senior Developer
Irakli Gogoladze Redberry Senior Developer
Ioseb Gvritishvili Redberry Developer
Lasha Abazashvili Redberry Developer
Koba Kareli Redberry Developer
Nika Jorjoliani Redberry Developer
Irakli Kavelashvili Redberry Senior Account Manager
Misho Tsiklauri Redberry Content Director
Nina Modebadze Redberry Copywriter
Salome Khazaradze Redberry Designer
Giorgi Akhvlediani Redberry Editor
Zuka Berdzenishvili JWT Metro Copywriter
Elene Shengelia JWT Metro Copywriter
Anano Kakhiani JWT Metro Art Director
Khatia Arveladze JWT Metro Art Director
Ninuka Tsintsadze
 JWT Metro Designer
Anuka Baratashvili
 JWT Metro Illustration
Alex Chikovani JWT Metro Senior Account Manager
Nika Bochorishvili JWT Metro Director

Background

Georgia has an increased number of small businesses. Which is good, but they actually lack resources and right data to compete against large international retailers, especially when it comes to high sale seasons, like winter holidays. Bank of Georgia on the other hand strives to support local economy and small business community and so decided to take a stand. For that matter it was important to: Create the right conditions where small businesses could do what they do best – adapting their products quickly based on the demand. And then connect the right consumers, directly to the matching products.

Describe the strategy

Bank came up with a two year plan: YEAR 1: In 2017 bank kick-started annual Nationwide Secret Santa, where 60 000 people registered to exchange gifts with random strangers. During the project they wrote wish letters which then was translated into extensive consumer data about people’s interests, hobbies and wishes. Small businesses were invited to join Secret Santa Giftshop platform. Through their online profiles member businesses received not only AI generated data, but also customized stock recommendations, demand forecasts and new product opportunity ideas. We also provided all the needed design toolboxes and complementary online classes about digital marketing, cost-effective photography. YEAR 2: As the Nationwide Secret Santa 2018 was relaunched – we also introduced Secret Santa Giftshop – country’s largest gift database, with more than 10 000 various gift options. Online catalogue also had AI powered gift recommendation feature, that could match the received letters with most relevant gifts.

Describe the execution

Using customized Natural Language Processing instruments we converted last year’s christmas wishes into measurable data for small businesses to use. Each registered business got an access to take advantage of the demand forecasts for upcoming Christmas season. Businesses used this data to meet Christmas demand with new product lines and production levels. During this year’s Secret Santa, the platform performed real-time analysis of registered user’s Christmas wishes. Then we provided the secret santas with personalised suggestions from small businesses, helping them to choose the gifts their recipients wished for. This way we directed the flow of the most relevant users to the small businesses on Christmas. And you bet, they were well prepared.

List the results

700 Giftshop member businesses 200 000 registered Secret Santas 500K unique catalogue visitors Businesses sales increase up to 400%. More than 100 000 gifts were purchased from the small businesses through Secret Santa’s platform Secret Santa Giftshop was invited by Tbilisi City Council to have its own section at Tbilisi Christmas market In social media the new movement of #choosegeorgiangifts was born not only for Secret Santa but for any gift occasion.