The Brief

Launch a completely new retail brand, Mom & Me, a store for moms and kids. Establish the brand as a unique one-of-a-kind store that understands the special relationship between moms and their kids. We needed to get the message to moms of young kids under 9 yrs of age. No databases exist with age of kids/income of household filters. We identified appropriate playschools and nursery schools where these kids could be found and communicated to the moms through the kids.

Creative Execution

We wanted to establish Mom & Me as a unique one-of-a-kind store that understood the special relationship moms have with their kids. Our creative idea is to the best of our knowledge a first. The mother-child relationship is very special and every relationship is different. With kids talking about why they love their moms on video, we created the most personalised and emotionally charged communication that a mom could possibly receive. And by making the stores the collection point we succeeded in driving traffic while launching the brand.

Describe the creative solution to the brief/objective.

Create individual videos with each child talking about why he/she loves mama. Invite moms through a personalised DM to view their own kids video at the store and take home a copy. Being a new brand we first did a mom and child theme colouring activity with kids to help improve opt-in rates for video stage. Contact plan - 8 schools x 200 kids per school x 3 cities = 4800 kids Walk-in conversion rate 30% ie 1440 walk-ins Also create a strong emotional connect with the brand and generate positive word of mouth among the moms' social circles.

Results

4955 moms in Ludhiana, Ahmedabad, and Pune received our first letter introducing the store along with a theme drawing coloured by their own child. 2418 moms filled in the consent form and sent it back with their kids to us, a response rate of 49%. 2418 moms got the second letter, personalised with their child's name and inviting them to view their child on video at the store. 1450 moms visited the store to collect their videos and were taken on a tour of the store. A response rate of 60%. Many of them shopped.