Every year on Mother’s Day we thank mom on Facebook. But it rarely goes beyond the usual platitudes and into deeper territory.
So For Mother’s Day 2018 we launched a campaign that encouraged people to say more. With 42 million views and over 1.1 million engagements the campaign achieved our goal of getting people to talk about their moms in a more meaningful way across Facebook, Instagram and YouTube.
Role: Creative Director, Copywriter
Facebook & Instagram Stories. Stories previewed OUR MOM STORIES and directed people towards the in-feed campaign videos and images.
VIgnettes. 10-20 second videos vignettes featured INdividual Mom Stories With CTAS that sparked conversation, sharing and debate.
Portraits. Facebook Galleries featured portraits of people paired with insightful quotes about THEIR MOMS—CTAs helped inspire on-topic conversation and sharing.
