Bridging the trust gap with AI and strategic online brand collaborations: 3-Layered Christmas Campaign for Gift Come True

Gift Come True – Bulgaria’s longest-running online platform for experience gifts – operates in a category that is still forming in consumer understanding yet already overcrowded in digital communication. While people are only beginning to accept that experiences can be meaningful gifts, digital feeds are flooded with identical promises, visuals and AI-generated content, making competitors difficult to distinguish and trust.

In a digital environment where credibility is fragile and attention is algorithm-driven, Gift Come True faced a clear challenge: how to earn trust online in a category built on emotion, uncertainty and choice.

For the 2025 Christmas season, we built the campaign entirely inside digital environments. Instead of relying on one generic holiday message, we activated three distinct trust narratives — each designed for how different audiences behave, engage and decide within digital platforms.

TRUST IN: EASY MODE – a self-aware AI storytelling campaign that openly challenged AI saturation and positioned transparency as a digital trust signal for busy professionals.

TRUST IN: FIND YOUR MOVE – a digitally co-created product and content partnership with DECATHLON, reframing gifting as wellbeing and active lifestyle.

TRUST IN: REAL CONNECTION – a creator-led collaboration with Gen Z’s favorite influencer in Bulgaria, Izieqka, turning us into a facilitator of community, mental health awareness and meaningful connection.