Challenge
Having a baby completely transforms parents' routines, as they dedicate their time to caring for their child 24/7. With the insight that parents sleep 700 hours less in the baby’s first year, we aimed to connect with moms during a key moment of their day.
Solution
For Mother’s Day, we focused on an unusual but crucial time: the early hours of the morning. This is when moms care for their babies and often connect with their devices. We used this moment to honor them and create an emotional bond during their nightly routines.
Outcomes
The campaign resonated deeply with mothers, standing out for its emotional connection. Additionally, ecommerce sales were a success, with the store’s stock selling out.
