Person A is a mall elf; Person B thinks this is adorable. B goes to visit them and is not discreet about it, waving excitedly, snapping a few pictures, etc., which draws attention to A.

 B's comments/actions get some kids thinking about elves... and they come to the realization that elves are underappreciated. Now a subset of kids is lining up to see A along with/instead of Santa. And B has even more cute photo-ops.