The Hamilton Christmas Charitable Trust

The Hamilton Christmas Charitable Trust was established in 2004 to ensure the annual Hamilton Christmas parade would remain a permanent feature of the local Christmas calendar. The Trust promotes the joys of Christmas for the people of Hamilton through family-friendly entertainment and is now attracting national and international attention.

Hamilton Christmas Charitable Trust
Hamilton Christmas Charitable Trust
Hamilton Christmas Charitable Trust

Custom website

Visit Website Client: Hamilton Christmas Charitable Trust
Services: Consultation, Digital Strategy, Web Design, Custom Web Development, SEO, Project Management

The Challenge

Our challenge was to build out Santa’s Little Helper on their website in an interactive format, aka Santa’a chat bot!

The bot embodied all things Christmas from popular Christmas sayings and traditions to songs and GIF’s of Santa coming to town on his sleigh! We wanted to create a magical, interactive experience that captivated not only children but adults too.

The chat started by Santa asking children if they’ve been naughty or nice this year and then progressed to Jingles, Santa’s Little Helper characterised by The Hamilton Christmas Charitable Trust, asking if the adults wanted to hear more about the upcoming events, be part of the parade or volunteer in the events. Utilising a series of quick replies to provide users with predefined responses to the conversation, the bot also included a cartoon image of Jingles, as seen on their fantastic website, alongside photos of the tree lighting and parade event from the previous year.

Before actioning we sent a copy of the script to Karen Watkins at The Hamilton Christmas Trust who suggested great additions to the bot and we built accordingly.

As the bot ran through Facebook Messenger, we changed the call-to-action button to “Send Message” to attract more users to interact with the bot. Additionally, for user convenience, we added a persistent menu (also known as a hamburger) which gives people easy access to the bot’s menu features such as starting the conversation again or visiting the website.


The Solution

  • Coming Soon!

The Impact

The bot was very successful with 125 people interacted with the bot across the website and Facebook page from October to December.

In addition to the chat, we ran two chat blasts which are a great opportunity to push out a workflow to all your contacts, who are people who have previously interacted with your bot and want to receive your messages.

The first chat blast was held on 30th November to remind contacts of the first Christmas Tree lighting on 1st December and at the time, this was sent to 45 contacts with a 93.3% open rate.

The second chat blast was held on the 6th December to remind users of the upcoming parade, with Princess Anna and Queen Elsa from Frozen attending the Parade we wanted to make sure everyone knew about it! This was sent to 70 contacts with a 95.7% open rate.

This was hugely successful as the average open rate for an email is about 20%, therefore Facebook Messenger engagement rates are 10 - 80 times better than email or news feed engagement rates.


High Avg Time on Site

High Returning Visitor Rate

digitalstream has delivered again! Helping us to launch a second nationwide initiative into New Zealand’s education system. Both the teachers we are serving and internal staff of our education team love the new site, and the ease of using it. Our new website has saved us a ton of time manually, being able to handle registrations online, along with providing secured access for teachers to our online resources and materials. I have absolutely no hesitation in recommending their excellent services for any website project. A huge thank you again to the digitalstream team.”

Nicole Peddie
Education Manager


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