Waasland Shopping's Christmas campaign with real social impact
How we helped Waasland Shopping turn the holiday season into a fundraising success with 46% more proceeds, 4.6M reach, and 4.7% more footfall.
The challenge
Waasland Shopping wanted to go beyond simply creating festive atmosphere during the busiest shopping period of the year. Together with Kinderarmoedefonds Vergeet de Kinderen Niet, a volunteer organisation from Dendermonde supporting children in poverty and vulnerable families, the ambition was clear: use the holiday season to create tangible social impact.
The challenge: raise awareness among families and visitors in a warm, accessible way and mobilise them to support children in poverty, while surpassing the 2024 campaign in both charitable proceeds and reach for Waasland Shopping.
The analysis
The strength of this case lay not in a classic fundraising campaign, but in involvement. Giving only works when it is concrete and visible, especially for children and families.
Our starting point was to translate that insight into a campaign that truly resonates: visually strong, digitally smart and broad enough to exceed the visitor numbers of the 2024 edition.
The strength of this case lay not in a classic fundraising campaign, but in involvement.
The approach
Waasland Shopping brought a clear and warm idea to the table: a Christmas activation that makes giving tangible through three experiences woven into a single story. The three activations were brought to life through an eight-metre-high wish tree where children could donate cuddly toys via a cable system, a festive little santa run for the youngest visitors, and a magical wish tunnel where visitors could hang their Christmas wishes.
A concept that strong deserves more than good intentions, it requires the right support. We took ownership of the full ordering and logistics of the cuddly toys, and developed the key visuals that translated the warmth and identity of the campaign into a recognisable image across all channels. We set up and rolled out the digital campaigns via social content, enriched with e-newsletters and influencer marketing in which more than 20 creators shared their experience.
Ambassadors of Kinderarmoedefonds Vergeet de Kinderen Niet, including TV personality Ella Leyers and actor Dominique Van Malder, put a face to the story and extended its reach.
Aspect ratio: 7/3
Aspect ratio: 6/5
Aspect ratio: 7/3
The result
Proceeds for Kinderarmoedefonds Vergeet de Kinderen Niet from cuddly toy sales rose by 46% compared to 2024. More than 4,000 cuddly toys were donated, an increase of 33% on the previous year. In addition, the little santa run and wish tunnel generated extra donations going directly to summer camps, day trips and children’s parties.
For Waasland Shopping itself, the campaign was equally meaningful. Visitor numbers in December rose by 4.7% compared to 2024. The digital campaign reached 4.6 million people across all channels, complemented by broad coverage in regional and national press.
But perhaps the most meaningful result is this: Waasland Shopping turned a busy holiday period into a moment of genuine connection. Not by simply collecting money, but by giving visitors, and above all, children, the chance to actively experience what it means to give.
