The 12 Days of DEXmas

In December, ControlUp launched “The 12 Days of DEXmas,” a festive social media campaign delivering a new Digital Employee Experience (DEX) resource daily for 12 days—ranging from infographics to eBooks and customer stories.
A gamified employee advocacy contest encouraged staff to share all 12 posts for a prize, turning employees into brand amplifiers and sustaining momentum across the holiday season.
Results: The campaign reached nearly 200,000 people organically, achieved a 6.3% engagement rate—over 4x the B2B tech benchmark of 1.52%—and drove significant traffic to ControlUp’s content hub.
Why It Stands Out: The campaign blended high-value resources with seasonal storytelling, sustained engagement over nearly two weeks, and leveraged internal advocacy for authentic amplification. It demonstrated how ControlUp’s creative approach and thought leadership can cut through seasonal noise to deliver measurable impact.