thortful –

Mother Knows Best

We called out to thortful and @allontheboard’s followers to submit their best motherly advice on thortful’s site, with the most voted piece of advice being transformed into one of @allontheboard’s famous poem boards.

Client
thortful
Services
  • Digital PR
  • Social Media
  • Creative
Year

2021

The brief:

With Mother’s Day approaching, we were tasked with creating a campaign for greetings card marketplace thortful. The objectives of this were to support the current PR activity around Mother’s Day, and to drive social engagement, as well as traffic to the thortful site.

We used the ultimate influencer collaboration to drive results, and it worked. If it is not a match made in heaven between the brand and the influencer, it won’t be effective, but if it is, then it will go all the way.

553

Social Reach

20

Increase in traffic to the website

3.8

Impressions

CAMPAIGN OVERVIEW:

In the months prior to Mother’s Day 2021, we implemented a three-pronged strategy to drive links and coverage. We launched the “best on-screen mums” campaign where we used social listening to reveal which on-screen mothers were most mentioned on social media (good and bad). Followed by the “mother knows best” campaign, where we collated and ranked the best motherly advice thortful’s audience had received.

To amplify these PR campaigns for Mother’s Day, we used a clever content and influencer strategy to create the perfect method for campaign amplification. We planned to take the “mother knows best” PR campaign to the next level by calling out to thortful’s social following to submit their advice on the page. The focus was not only to make an impact on social, but to increase the traffic heading to thortful’s site. To increase the campaign’s audience reach, we collaborated with an influencer who would create impact, but also aligned with thortful’s brand values.

In terms of the social side of things, we needed to create a campaign that would facilitate social impact whilst also gaining traffic. Our plan was to create an influencer-led campaign, to amplify the content being created by the current Mother’s Day activity, which was delivered by our digital PR team.

We collaborated with @allontheboard – the two TFL workers behind the meaningful poetry that has been appearing all over boards on the London Underground for the last three and a half years. Their poems range from current affairs to motivational content, all designed to offer a friendly voice in what can be a lonely city. Their meaningful messages have earned them an Instagram following of over 750,000 followers.

We felt that they aligned well with thortful’s kind and witty tone of voice. A deeper look into their audience demographic found that their engagement was strong and authentic, and their followers were very loyal,

We called out to thortful and @allontheboard’s followers to submit their best motherly advice on thortful’s site, with the most voted piece of advice being transformed into one of @allontheboard’s famous poem boards, to be posted across their social accounts on Mother’s Day. Those who submitted were encouraged to do so to be in for a chance to have a unique gift for their mother on Mother’s Day.

 

Mother's Day Campaign Tile - Best advice your mam has given

In terms of the social side of things, we needed to create a campaign that would facilitate social impact whilst also gaining traffic. Our plan was to create an influencer-led campaign, to amplify the content being created by the current Mother’s Day activity, which was delivered by our digital PR team.

We collaborated with @allontheboard – the two TFL workers behind the meaningful poetry that has been appearing all over boards on the London Underground for the last three and a half years. Their poems range from current affairs to motivational content, all designed to offer a friendly voice in what can be a lonely city. Their meaningful messages have earned them an Instagram following of over 750,000 followers.

We felt that they aligned well with thortful’s kind and witty tone of voice. A deeper look into their audience demographic found that their engagement was strong and authentic, and their followers were very loyal,

We called out to thortful and @allontheboard’s followers to submit their best motherly advice on thortful’s site, with the most voted piece of advice being transformed into one of @allontheboard’s famous poem boards, to be posted across their social accounts on Mother’s Day. Those who submitted were encouraged to do so to be in for a chance to have a unique gift for their mother on Mother’s Day.

Mother Knows Best Instagram Post on a Iphone

Our collaboration with the poets, who have over 800k followers across all of their social accounts, assisted the campaign with an increased 1.8 million impressions, with 456,000 impressions at the time of writing. The campaign also created a massive impact on social and received:

3.8M Impressions

13.8k Engagement Actions

553k Reach

20% Increase in traffic to site

Contact us today to start achieving unprecedented results.





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