The Campaign

Celebrating mother’s day by remembering our mother’s words of wisdom. Words we grew up with and made us who we are today.

Creative Execution

We start seeding content for mother’s day in Ultra Mimi digital assets about 2 weeks prior to the d-day to create hype. To introduce the new feature update, we use the help of key opinion leaders from various background (everyone has a mother after all, right?) which people immediately picked up and started using.

Post after post of #KataIbu in Path since the new feature update was launched. The use of #KataIbu spiked significantly with 17,060,744 view impression, 2,208,199 reach, 31, 376 clicks on d-day only. Beyond that, this program left a digital footprint that will last forever in everyone’s timeline with a possible 3,660 #KataIbu appears in timehop suggestion to at least 2,020 users this coming December 2017.

We collaborate with Path, one of the biggest social media platform used in Indonesia, and modify their most used feature called #PathDaily that can beautify simple status update or post with pictures.