Yorkdale Shopping Centre

Yorkdale Fashion Santa

To generate buzz around the holiday season, Yorkdale Shopping Centre created a Santa with a twist: a trimmed-down version of jolly old Saint Nick decked out in clothes from the mall's top brands. It partnered with the Hospital for Sick Children, donating $1 for every #YorkdaleFashionSanta selfie shared on social media.

The campaign kicked off with a sneak peek for fashion influencers, with Fashion Santa delivering holiday gifts and a media release to leading fashion media before appearing in the mall every December weekend.

The campaign earned media attention across the world and generated more than 1.2 billion impressions in North America. It didn't help that Justin Bieber was among 5,000 people who shared selfies with Fashion Santa.