365 Reasons

MY ROLE: CREATIVE DIRECTOR, AGENCY MD

We were briefed on this campaign in January 2021, when most of us were wedged in a broken seat on the struggle bus. Last-minute restrictions had meant Christmas was a damp squib, we were facing a whole new swathe of lockdowns and had no idea when we’d be able to see people again.

Every product and sales-focused idea felt crass at the time. So when fresh insight revealed that mothers had disproportionately taken on the emotional and domestic burdens during that period (and we realised Mother’s Day ‘21 would mark a year since lockdown) we changed our approach.

This was going to be a love letter to mums everywhere. We’d share the highs and lows of the weirdest year on record through their own experiences.

This was the brand’s first campaign to feature no products whatsoever — and the first in a while without any media spend.

NOTHS’ organic content views usually maxed out at around 60k views. We hit over 200k organic views in 24 hours — which more than doubled within a week. Aside from attracting the most sincere and heartwarming comments we’d ever seen, it also delivered for the bottom line:

Brand consideration up 2pts to 26%
Click-through rate of 71%
Engagement up 135%
Sales up 86%

It was shortlisted for the Campaign Brand Film Awards and Drum Awards for Marketing — up against bigger players and much bigger budgets.

It’s a great example of an instinct-led campaign that, while selling products as intended, did so much more for the brand.

Check out more Notonthehighstreet projects below, or head back to the brand’s main page.