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Marketing

Elf on the Shelf — Flemings

A 12-part 'Freddy's Adventures' mystery series for Flemings' toy department, blending AI-generated news-anchor segments with real in-store footage across social, email and the estore.

Freddy the Elf tangled with a toy snake hanging from a ceiling tile in the toy aisle, with a handwritten 'Help these snakes are slippy' sign.
Client
Flemings Department Store
Role
E-Commerce & Digital Marketing Executive
Year
2025
Channels
Social media, Email, Website
Results
22,584 views across the series
 
Meta 9,030 · TikTok 6,908 · YouTube Shorts 6,536
 
Children and parents sought Freddy out in-store
All results →

The concept

“Freddy’s Adventures” — a 12-part mystery series tracking Freddy, Flemings’ toy-department elf, through December. He breaks loose on the 1st, gets into increasingly ridiculous trouble around the store, and is finally caught on the 24th with customers’ help, tying into an in-store “find Freddy” game and the @flemingstoymaster social tag.

The format

Each episode pairs a short AI-generated “breaking news” anchor segment with real handheld footage shot inside the store, cut together in a black-and-white “CCTV” style with on-screen captions — a cheap, fast way to produce a long-running series without a studio shoot for every instalment.

Where it ran

Published across social, folded into the store’s email newsletter, and collected on a dedicated page on the Flemings estore so customers could follow the whole series in order.

Videos are compressed for the web. Higher-fidelity versions are available on request.

Break In At Flemings — 1st December 2025, Flemings Department Store has suffered a break in!
Midnight Chaos — CCTV footage from midnight, 1st December 2025. What's happening to the toys?
Suspect Identified — the suspect has been identified as a small red and white elf, going by the name Freddy.
Slippy Snakes — did Freddy wrestle a python in the toy aisle and lose?
Pop Corn Party — Freddy takes over our popcorn machines, ready for the toy show!
F1 — Freddy The Elf — Freddy's on the move! Where will he end up?
The Elf Who Lived — was it Harry or Freddy who made the mess first?
Freddy's Great Milk Protest — Freddy's left us a message saying the milk's bad. Or is he just plotting a protest?
Marshmallows = Chaos — Freddy's chilling with some roasted marshmallows before the true Christmas chaos begins!
Tv = Portal? — we've finally discovered how Freddy's been getting around undetected.
Freddy's Great Build — Freddy's great Lego build.
The Capture of Freddy — Freddy's been captured, thanks to your help!