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While most employees look forward to the Christmas break and accompanying celebrations, HR professionals prepare to deal with many instances of staff overstepping the line at company drinks and events in December.

In the run up to Christmas, HR & payroll provider Moorepay wanted to promote their dedicated Christmas HR advisory helpline, and wider HR services, to an audience of small-to-medium businesses (SMBs) and HR professionals.


To achieve this, LEWIS developed an integrated communications campaign utilising key PR and marketing channels. At the heart of the campaign was an online advent calendar, which provided visitors with daily bite-size pieces of HR advice in the run-up up to Christmas Eve. All content was created with a view to using it across further pieces of marketing collateral.

To give the campaign weight with the target audience, LEWIS developed a short questionnaire which was circulated to SMB owners and HR managers. The survey aimed to find out how many HR incidents they had to deal with in previous Christmas periods and whether or not they felt prepared to deal with such events this year.


Working closely with Moorepay's marketing team, LEWIS analysed the findings of the survey and developed a narrative around the five most common HR Christmas disasters and how to deal with them. This was turned into a press release and blog series, shared with the trade press in early December.

LEWIS Pulse created a digital advent calendar, populated with advice from Moorepay's HR experts. This calendar was then shared with Moorepay's clients and prospects through a series of emails and newsletters. To further the content’s reach, the calendar was featured on Moorepay's homepage and also shared across their social media channels.

Key results

  • 10 pieces of coverage in core HR and SMB trade press with a total reach of 1,755,000. Titles included Growth Business, HR Review, HR Zone and Business Zone,
  • A significant increase in the company’s Facebook impressions (+217%) and LinkedIn engagement (+116%)
  • The calendar successfully engaged the SMB and HR community with 66 downloads in the first three days alone
  • Over 850 views of the advent calendar through December

Moorepay Client Story - Advent Calendar​​

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