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Mother’s Day Campaign

Babyshop is easily the leading children’s fashion, toys and accessories retailer in the region with over 200 stores across 16 countries.

So when an opportunity like Mother’s Day came knocking, we jumped at the prospect of helping the brand reach out and connect with mothers in a very special way.

The challenge was to break the clutter at a time when every retail brand is talking to mothers, while also implementing a low budget campaign.

The solution was in the form of a short online film that captured the true essence of what it means to be a mother in a way that only other mothers would truly be able to relate to.

We filmed a short video of a mother asking her questions, on camera, to bring to the surface her inner most emotions. She narrated a story about all the unfulfilled aspirations and sacrifices made along the way to becoming a mother. The narrative ends with a twist, where she expresses the joys of motherhood that had made it all worthwhile. And that she would do it all over again, in a heartbeat.

The testimonial video and social media posts were seeded through the brand’s Youtube and Facebook pages. Given that the campaign duration was no more than 2-3 days, the response was overwhelming, with the film getting 6,910 views, 286 likes, 34 shares and 15 comments on Facebook and the four static posts getting an aggregate of 3,346 likes, 172 shares and 565 comments.