We partnered with SHEIN on a festive campaign filled with seasonal magic, in honour of the brand's Christmas collection. At the heart of this 12 Days of Christmas tour was a vintage Airstream, reimagined as an immersive space and taken out as part of a multi-city promotional campaign.
Touring Glasgow, Edinburgh, Manchester and Liverpool, the event blended eye-catching design with a carefully planned customer experience – for a unique Christmas event that couldn’t be missed.
What did SHEIN want?
SHEIN wanted their festive campaign to be glamorous, in line with their bring the sparkle tagline. It would need to be smaller and more intimate than the previous year's campaign, but every bit as visually impressive.
The brief called for a spacious mobile hub, decorated for the season – and SHEIN decided a vintage Airstream would be the perfect choice. Here, staff could meaningfully engage with guests and make the whole experience one to remember.
Beyond the vehicle, they also needed an event manager and security staff, logistics and location help, plus a host of 3D props to make the space their own.
What was SHEIN’s Christmas event about?
The goal was to create a festive experience that would spread awareness and encourage fans to share the fun online.
Here’s a quick breakdown of the experience:
- Guests could collect tokens for the spin-to-win game
- A 3D tree prop contained jumpers, scarves, and vouchers
- A glam makeup station provided seasonal touch-ups
- A clothes rack gave fans a chance to see the latest fashion
- The Airstream featured a photo kiosk for capturing the moment
- Free hot chocolates helped to combat the inclement weather
Below: The glam station (left) and the Airstream viewed from behind (right)
With all of these features, this Christmas event would soon help SHEIN build connections and reach a wide audience. Want to do the same for your brand? See how to supercharge your campaign for advice.
How we delivered this festive campaign
It all started with an explorative call to discuss how to make this seasonal campaign stand out. From there, we produced technical drawings and CAD models as part of our creative services, all so SHEIN could see a preview of their Christmas event.
Once these were approved, we got to work turning the vintage Airstream into a winter wonderland with vibrant reds, light-up mirrors, compact furniture, and seasonal details.
Below: The tree prop (left) and branded counter (right) in the workshop
We also built the spin-to-win game and freestanding ‘advent calendar’ tree prop, which had to be spacious enough to hold the prize tokens. Additionally, the design and build team produced the photo kiosk with light ring – an important detail for snapping shareable content!
SHEIN also asked us to find the best locations and manage them on their behalf. We moved the vintage Airstream between venues as part of our logistics service, with a support van on site to make restocking easy.
What was the result?
SHEIN’s 12 Days of Christmas event delivered exactly what a festive campaign should: high engagement and a unique experience, with positive feedback all round. Guests loved everything from the free prizes to the simple joy of a makeover and hot drink on a winter’s day.
Below: Influencers (left) and the photo kiosk with light ring (right)
The custom Airstream became a standout feature too, acting as a themed backdrop for photos and reels. It also helped SHEIN cut through the noise in busy city centres and stand out during the festive period.
Below: The tree advent calendar prop in action (left) and a free makeover (right)
By blending a creative build with logistics, location planning and more, we helped SHEIN deliver a festive event that felt magical from start to finish.
Own the season with Promohire
Want to make your next campaign one to remember? We help brands make the most of the season through high-impact events that audiences can’t help but share.
It all starts with a FREE discovery call to explore ideas, sense-check concepts, and see how we can bring your promotional campaign to life. We can also deliver professional campaign support, from staffing to logistics and beyond.
Hit the button now to see if Promohire is your perfect campaign partner.
