Mother’s Day video “de Bijenkorf” peaks at 420,000 views
Best interaction achieved on Facebook
How to combine fashion, mother, child, and emotion in one captivating Mother’s Day campaign that can reach the target group both online and offline? With this briefing we got to work. During the conceptual development stage, the idea for the campaign “Mother’s Day Couture” emerged. Children draw a dream dress for their mother, and the five most beautiful drawings are made into actual dresses.
Mothers surprised by dresses designed by their own children
On Mother’s Day, traditionally mothers are given a drawing. This year, Mother’s Day got pushed outside its conventional boundaries. With a pretext, the five winning children lured their mothers into luxury department store “de Bijenkorf.” Once inside, the mothers discovered their personalized design dresses based on the drawing of their own daughter or son. The campaign charges the brand with an experience that blends fashion, emotion, children, and Mother’s Day.
It is very moving to witness the mothers’ beautiful, sweet, and emotional responses. We were able to capture these emotions on tape, leading to a flood of heart-warming responses from people touched by the initiative. We are very glad to have contributed to this exclusive campaign.
Several different channels have been used to roll out the campaign. The announcement was disseminated via owned media, such as de Bijenkorf’s Facebook fan page and client newsletter. Signs appeared on shop floors and special events where children eagerly took up their pencils were organized. On the initiative’s website, which was entirely designed in line with the corporate identity of de Bijenkorf, drawings could be uploaded and admired. The video that revealed the dresses was spread on Facebook. Of all of de Bijenkorf’s Facebook campaigns, the video achieved the highest level of interaction ever. An achievement that we are extremely proud of. It means the campaign was appreciated by the target audience, and created a positive brand sensation.
The entire production taken on by Everybody Likes Penguins
The campaign was created, developed, and executed by Everybody Likes Penguins. Our studio took charge of the production of the video, development of the initiative’s website, and the design of the various communicative expressions. For specialized work, such as filming, we rely on professionals in our network.
Proud of our cooperation with de Bijenkorf
Everybody Likes Penguins realized several campaigns on behalf of de Bijenkorf, and we are excited about the outcomes. The campaigns we devised are not based on traditional push strategies, but take an unconventional approach that solicits interaction with the target audience. As a consequence, the target audience acquires a brand experience that strongly contributes to de Bijenkorf as “love brand.” Two other campaigns we developed for de Bijenkorf, are:
Christmas snow globe campaign: this campaign turns your smartphone into a snow globe. You can upload your picture to the snow globe on your screen and forward the result to your friends. Guarantees a white Christmas. Click here to check out the campaign.
Valentine’s Day campaign: send your loved one a scratch card that features yourself as first prize. Your partner wins, guaranteed. Click here to check out the campaign.