The Campaign

This year, Alaska, the milk brand for the hardest working mothers in the country, wanted to celebrate a little differently. We realized that for every mother who could afford to celebrate every second Sunday of May, there must be another mom who needed to work on that day. These are the women usually in the service industry - waitresses, therapists, laborers and the like -- who sacrifice their Sundays so that other moms can take a break.

Creative Execution

Along with a light-hearted film (released the day after Mother's Day, of course) were easy recipes and belated food gifts people could share to treat their moms *after* working on Mother's Day. In Alaska, we believe in letting mom know how much we love her, no matter what day it is.

A lot of moms and kids connected with our story, achieving 400k views in the first 12 hours of posting, 300% more than our original target of 100k views. In a week’s time we were able to reach 2.2 million people with 1.2 million unique views.

The National Belated Mother's Day project is relevant for media because its message can be well communicated in various media platforms. Aside from our online video, we also provided contents such as recipes and gift ideas that viewers can give to their moms. We also held a giveaway through Facebook wherein viewers just have to comment down their message for their mom. Selected people got to win an Alaska Can with their Mother's day greeting printed on it.

Insights, Strategy and the Idea

We decided to create a new holiday, the day after Mother's Day which is called National Belated Mother's Day. This is for all the mothers who had to make other mothers happy on that day. By the time we ran, other brands are starting to reduce their boosting.