Scrapbook.com Spreads Sunshine With a Unique Holiday Promotion

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by Jennifer Farwell

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Monday, December 6th, 2010

Late last week, I heard about a unique holiday promotion that Yahoo! store Scrapbook.com put together for this year’s holiday shopping season. Scrapbook.com, provider of scrapbook supplies and scrapbooking ideas, wrote their own holiday song. After writing the song (titled "It’s Always Sunny In Here"), they recorded it, and then filmed a music video in their warehouse. The entire production of the song and video – writing it, singing it, acting in the video, and filming it – was done entirely in-house by the staff of Scrapbook.com, as well as some of their friends and family.

If you haven’t yet seen the music video, I highly recommend having a look. You can use the player below, or view it at a larger size on Scrapbook.com, where it’s presented on a 1950s-themed page that coordinates with their holiday promotions.

The music video ties into this year’s 1950s theme for the store’s holiday promotions. McKane Davis, president of Scrapbook.com, explained that every year, the store does a themed "12 Days of Christmas" promotional campaign. All of the marketing materials and newsletters produced for the promotions tie into that year’s chosen theme. He noted that this year, they wanted to do something unique and creative. The feeling was that if done right, there was good potential for the video going viral and generating great exposure for the online store.

So far, the music video has done exactly that. While the hope was for the video to get 20,000 views during the month of December, it exceeded that expectation within the first 5 days, with over 21,000 views. (At publish time for this blog post, YouTube showed over 22,300 views.) Davis said that it’s been shared on Twitter, Facebook, and dozens of blogs, and that feedback has been "overwhelmingly positive," with hundreds of comments left on YouTube, Facebook, and Scrapbook.com. A few people even made the effort to contact them by phone, to tell them how much they loved it.

A couple of the comments Davis shared with me include: "Made me smile so hard my cheeks hurt." and "Boy, that was clever! And yes, it put a smile on my face! Not often you thank someone for an advertisement! Great job!"

So why am I sharing this with all of you? Well first, this is a great example of a merchant really striving to take that extra step to differentiate their store and holiday promotions, while connecting with their customers and potential customers. Not only is it fun, but it also lets those who watch the video see the faces behind Scrapbook.com. Second, these are the kind of Yahoo! Store Blog posts I love to write. Over here at Yahoo! Small Business, we love hearing merchant success stories, and sharing them with other store owners.

My hope is that sharing this video provides inspiration to other store owners, either when brainstorming promotions for other holidays throughout the year, or for next year’s holiday shopping season. Kudos to everyone at Scrapbook.com, and thanks for letting us share this.

Jennifer Farwell
Yahoo! Small Business
Follow @YSmallBusiness on Twitter and become a fan on Facebook

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