December starts right after Black Week, when customers have already seen a high volume of discounts.
Camilla Krøyer Jewellery did not want December to become a series of isolated campaign days. They needed a setup that could run throughout the month and still generate sales.
The challenge was to stay relevant after Black Week by encouraging repeat engagement. Not through more discounts, but by giving customers a reason to return and interact with the brand again and again.
At the same time, the setup had to be simple to manage, work for both new and existing customers, and turn engagement into purchases.
CKJ chose to build a Christmas calendar with Sleeknote that ran throughout December instead of relying on individual campaign days.
Visitors signed up for the newsletter to access the calendar. Each day, a new door could be opened and was only available until midnight, creating built-in urgency.
Behind the doors was a mix of incentives, including discounts, bundle deals, competitions, and limited offers. Together, this created a clear reason to return. Not once, but every day.
For CKJ, the calendar solved several challenges at the same time.
As a result, 11,576 non-customers and 10,752 existing customers signed up for the calendar during December. Across both groups, the calendar turned engagement into first-time purchases and repeat sales throughout the campaign.
The Christmas calendar delivered consistent results across both revenue and engagement throughout December.
Campaign results:
The Christmas calendar supported both acquisition and reactivation. CKJ created consistent activity throughout the month, not just around peak campaign days. By focusing on participation rather than pushing more discounts, CKJ encouraged customers to return and purchase more than once, driving sustained sales rather than one-off conversions.
“We wanted to create something that felt more exciting and interactive for our customers throughout December, instead of just sending traditional campaigns.
The Christmas calendar gave people a reason to come back every day, engage with the brand, and genuinely have fun with the experience, and Sleeknote made the whole setup easy to execute.”
