+264%

donations

Wishing Star Campaign

+69.5%

website visits

Wishing Star Brings Light to The Friary’s Christmas Campaign

The Friary’s “Wishing Star” campaign turned Christmas giving into a centrepiece of community connection and generosity. With a 15-foot illuminated star, local charity partnerships, and a strong digital push, the campaign redefined festive retail by fusing purpose with engagement, delivering exceptional results for the centre and Guildford alike.

 

CHALLENGE:

Following the success of a 2023 donation drive, The Friary set out to elevate its Christmas campaign to something even more impactful in 2024. The goal was to increase footfall, drive digital engagement, and support more local charities – all while deepening community connections and reinforcing The Friary’s position as a community-first shopping destination.

How we did it

Social Media Management

Graphic Design / Branding

Web Design / PPC / SEO

Content / PR

SOLUTION:

The team launched the Wishing Star campaign, a larger-than-life illuminated star installation designed to attract attention and action. Shoppers were invited to choose a gift tag from the star, buy the listed item, and donate it at the centre. With four diverse local charities on board and staff volunteering extra hours, the initiative delivered joy to hundreds of families, children, and those experiencing hardship over the festive season.

 

HOW WE DID IT:

  • Striking Visual Impact – A 15-foot Wishing Star with sustainable LED lighting served as the campaign’s eye-catching anchor.
  • Charity Expansion – Partnered with four local organisations: Guildford Action, Number Five Hub, Shooting Star Hospice, and North Guildford Food Bank.
  • Social Media Strategy – A custom video walkthrough and influencer-led content drove local awareness.
  • On-site Experience – The Centre Management office was transformed into a festive donation hub.
  • Community Amplification – User-generated content, hashtags, and heartfelt videos increased reach and emotional resonance.

RESULTS:

  • +264% increase in donations vs. 2023 – nearly 1,000 gifts delivered to local charities
  • +125% increase in social media engagement
  • +69.5% increase in website visits (170,298 total)
  • +16.6% YOY footfall increase during the campaign period
  • 22% increase in followers over the 5-week campaign
  • Heartfelt community feedback and overwhelming support from shoppers and retailers
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