Nominated for a Danish Digital Award
Matas - when Christmas went live.
The ObjectivesYear & Services
Client
Matas
Year
2025
Service
Social-First Event / Social Live / Creator collaborations
The Challenges
Christmas is the most competitive season in Danish retail. Every brand is fighting for attention, every feed is filled with offers, and consumers are overwhelmed with choices.
For Matas, the challenge wasn't simply to sell more gifts. It was to stand out in a season where everyone is trying to do exactly that.
Our take
Win Christmas.
Make Matas the go-to destination for Christmas gifting by turning seasonal attention into engagement, inspiration and commercial relevance.
Don't just sell Christmas. Make it a show.
Instead of adding to the noise, we created something people would actually want to watch.
Det Store Gaveshow transformed the traditional Christmas gift hunt into a live entertainment experience, with Matas at the centre of the action.
Not another Christmas campaign. A reason to tune in.
What we did.
Live Broadcast. Built for the Feed
Not a TV show adapted for social media. A live entertainment experience built for it.
We created a 60-minute show hosted by TV personality Rasmus Botoft and YouTuber Loke Lund, bringing together traditional entertainment and creator culture.
Broadcast simultaneously across Facebook, Instagram, TikTok and Snapchat, the show brought Matas' Christmas universe directly into the feeds of its audience.
Creator Activations. Beyond the Broadcast
Creators weren't just there to promote the show. They were part of what made it worth watching.
From co-hosts and storytellers to social amplifiers, we brought creators into every layer of the experience.
And with 150 creators and Club Matas members joining us live in the studio, we turned the audience into an active part of the event – extending the experience beyond the broadcast and into their own communities.
Platform. First Content
One show. Four platforms. Different ways to engage.
We developed a content strategy tailored to how audiences actually use each platform, from short-form entertainment on TikTok and Snapchat to community-driven conversations on Instagram and live reach on Facebook.
Rather than simply distributing the same content everywhere, we played to each platform's strengths, making the experience feel native wherever audiences tuned in.
From Entertainment to Commerce
The show didn't end when the cameras stopped rolling.
We extended the experience into a shoppable digital magazine on Matas.dk, turning gift recommendations from hosts and creators into inspiration audiences could act on.
Supported by Club Matas competitions, newsletters and push notifications, the concept connected entertainment with everyday shopping, keeping the inspiration alive long after the live broadcast.