Just in time for the chaotic Holiday Shopping Season, Amazon Canada decided to phase out its famous Wishlist shopping feature and replace it with something customers were less familiar with: The Gift List.

To get as much attention as possible, they wanted a Canadian celebrity involved.

We delivered former pro wrestling champion, current legend, and lifelong Canadian, Bret “The Hitman” Hart.

To connect with those not-so-into wrestling, we teamed Bret with Canadian social media sensation, television host, and director, Lilly Singh.

Organic videos, banner ads and gifs, and posts from Bret and Lilly got the word out to millions and prompted mainstream media coverage as Canada delighted in the tag team that they never knew they needed.

All of this madness resulted in over 75k Gift List signups and over 420k items added to Gift Lists in one week. Amazon Canada also experienced an 18% sales lift during the run of the promotion. In an unexpected halo effect Giftmania also increased the use of other Amazon Giftlists.