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Post Office Embraces Vine For Christmas

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Mindshare campaign spreads the word about last posting dates before Christmas

Post Office Embraces Vine For Christmas

Mindshare UK has worked with the Post Office to create a series of Vine video clips reminding the nation of the last posting dates before Christmas and giving gift wrapping tips for presents being sent to loved ones.


Making consumers aware of last posting dates for Christmas is a key part of the ‘above the line’ media strategy for Post Office, which is using Vine for the first time as an innovative way to get this message across to its customers. Using Vine also enables the Post Office to offer gift wrapping tips in a unique and humorous way whilst spreading its core message ‘Handled with Care’.


The Vine content highlighting the last UK posting date, which is Friday 20th December, is set to launch today, whilst the gift wrapping Vines, which show original ways to wrap gifts of all shapes and sizes in festive and creative ways, will go live on Friday 13th December.


Darren Jones, Social Media Manager at the Post Office: “The Vine videos are a creative way for us to break through the noise on social media, and communicate key messages to our customers, using this innovative and growing channel.”

Laura Jones, Account Director at Mindshare said, “To create the Vines, we used a stop-motion technique and some hand-drawn illustrations. As a platform, Vine is fun and light hearted, but these 6 second clips show how it can also be informative.” Twitter forms a key part of Post Office’s social media strategy, particularly from a customer service perspective, and so Vine is the perfect fit for communicating these Christmas messages.

The Vines will run on Twitter, supported with  Promoted Tweets and will also be posted on Post Office’s other social channels, including Facebook, LinkedIn and Google+. Visit to see the Vines.

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