1. Waitrose supermarket partnered with Kew Gardens for their #ThanksMum campaign to create a 3D floral card at the Royal Botanical Gardens. In appreciation of mums everywhere, Waitrose promoted the campaign using social media platforms and their own website where they encouraged the public to share their own #ThanksMum messages. Julie Randall, Senior Manager of Digital Communications at Waitrose said, “We can’t wait for customers to get involved online and share their personal and touching messages, bringing the card to life at Kew Gardens". For each message shared, a flower was planted, creating the real life Mother’s Day card which went on display to the public over the weekend. The campaign was further incentivised by entering the messages shared into a competition with one of Waitrose’s Mother’s Day treats up for grabs. We loved the use of the social hashtag within the campaign title but especially loved the partnership between Waitrose and Kew Gardens - #Perfect!
2. Charity Oxfam created an interactive art event at Westfield London ahead of Mother’s Day. Artist Lizzie Mary Cullen was tasked with designing the ‘happiest Mother’s Day card’ by illustrating a giant canvas card-like structure that was on show to the public in the atrium of London’s Westfield shopping centre. The five day campaign saw members of the public encouraged to visit a dedicated website where they could populate square spaces of the canvas with special messages for mums. They could then share the web link on social media and were also given an option to donate to the Oxfam Mother Appeal. The event was filmed and streamed online so that the public could watch the live illustration of their chosen square and view their submitted messages coming to life. The campaign also attempted to break the Guinness World Record for the most contributions to a greetings card. We love this because of the online and live elements involving those who were unable to visit the activity in London.
3. Birmingham’s tourist attraction, Cadbury World, gave miniature boxes of Cadbury ‘Thank You’ chocolates to mums visiting the attraction over the Mother’s Day weekend. Those who brought along their handcrafted cards were rewarded with the chocolates, providing an added tasty experience to their visit. Diane Mitchell, Marketing Manager at Cadbury World said, “Being a mum can sometimes be hard work which is why we felt it would be nice to give families visiting Cadbury World the chance to show how much she is appreciated with a special chocolatey ‘thank you!’”. For us, this is a simple but highly effective way of enhancing the experience of a visit to Cadbury World for both mothers and their children alike. It is a positive gesture which mums will talk about with friends and family, thus promoting the Cadbury brand, long after the event.
For more creative inspiration from this Mother’s Day, take a look at The Network Experiential’s Pinterest board with great ways to spoil your mum!
Author: Kayleigh Griffith, Account Executive, The Network Experiential
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