The firm hopes adapting offline traditions for online applications will increase its online presence and improve brand visibility.
The launch of the Christmas advent calendar follows the same format as a traditional advent calendars and allows consumers to engage online, unlocking each day with daily prizes.
The advent calendar will launch on 1 December on the H Samuel website and ends 24 December. Prizes on offer include diamond jewellery, fashion watches, charm bracelets and the Disney collections, ranging from £30 – £600.
Consumers will have a sneak peek of the prizes every day on social media through riddles. After entering, they will be directed to the product itself sold on the H Samuel website.
Aimee Joseph, H Samuel social and PR lead, said: “H Samuel is a well-known brand and trusted for its quality products, and has a lot of brand love yet this hasn’t always translated online.
“Our aim is to become more digitally focused, so this year we are investing time in a strong digital strategy, engaging our brand advocates and in turn, creating many more loyal customers by launching various campaigns throughout the year which our target market resonates with and feel inspired to take part in.”