This year, the VML Australia Agency took a social approach to sending out holiday greetings, featuring a social Santa on SnapChat. Its ‘SnapChat Santa’ account is exactly what it sounds like, capturing a snap of Santa’s day-to-day life on a unique countdown to Christmas.

Since Santa’s already made his presence known across other social media networks, it makes sense that he’d now branch out to share behind-the-scenes SnapChat photos this season.

SnapChat users who follow the 'Santa_Official' account will receive daily images like Santa grumbling about having to pick up reindeer droppings. The account dispels some of the magic that surrounds this holiday icon and as the VML Australia Agency describes, “Being Santa ain’t all bells and ho’s.” This is a fun type of Christmas greeting for the agency to send out, as well as a great one to get people checking back daily to see what Santa's up to.