Turning a Holiday Gimmick Into Cultural Gold — in a Cinch

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INDUSTRY:
Home Warranty

SERVICES PROVIDED:
• Brand Activation
• Employee Engagement
• Social Media Strategy
• Internal Communications
• Content Marketing

Challenge

Cinch Home Services wanted to stand out during the cluttered holiday season. What started as a playful internal idea — Elf on an Appliance — had the potential to become something more: a brand moment that boosted morale, engaged associates, and gave Cinch a fun, relevant voice across channels.

Solutions

Game 7 transformed the Elf into a holiday campaign that was as strategic as it was spirited.

Key Tactics:

  • Daily Social Drops: The Elf appeared across Cinch’s social media — staged on appliances to showcase brand personality and relevance.
  • Internal Gamification: A “Where will the Elf show up next?” guessing game energized employees across email, TV screens, and Yammer.
  • Associate Involvement: Naming contests, photo submissions, and mini-elf giveaways brought the campaign to life from the inside out.
  • Content Extensions: Teaser videos, gifs, and blog content kept momentum strong.

PR Outreach: Trade and industry media were pitched the story as a fresh example of brand creativity in a traditional space.

Results

The Elf on an Appliance campaign delivered outsized impact across culture, engagement, and brand visibility:

  • Achieved one of the highest internal engagement rates of any campaign that year
  • Increased social performance across impressions, reach, and organic engagement
  • Generated earned media coverage in trade and advertising outlets
  • Strengthened employee morale during a notoriously difficult season for engagement
  • Established a repeatable format that has become an annual tradition with continued growth potential

THE WINNING INSIGHT

Sometimes, the smallest ideas can create the biggest impact — if they’re supported with the right strategy. The Elf on an Appliance campaign proved that even low-budget initiatives can deliver outsized results when aligned with brand voice, employee energy, and smart content planning. In the crowded holiday space, Cinch found a way to stand out — one appliance at a time.

 “Game 7 turned a holiday spark into a full-blown marketing play — engaging our associates, delighting our followers, and earning media love. This wasn’t just cute; it was smart brand storytelling wrapped in holiday cheer.”

Melissa Cabezas, Former Director of Internal Communications, Cinch Home Services