Hallmark Channel and the Holiday season go hand-in-hand, but the network wanted to cut through the Christmas clutter to drive awareness to its “Countdown to Christmas” programming event. It used social media in ways like influencer campaigns, custom creative details, live streaming and live posting, all on top of hosting sweepstakes and offering its Christmas Wines for viewers. The result? Countdown to Christmas generated 1.62 billion impressions this year—outpacing the prior year by 68%—and accumulated 6.6 million total engagements, which was a 9% improvement YOY.