The Post Office wanted to create a campaign for Mother's Day which promoted their 'Mails' offering, encouraging people to send cards and gifts to their Mum in time for Mother's Day. The campaign was directed at the many people in the UK who can't be with their mum on Mother's Day for one reason or another.
Our campaign objectives were:
- Communicate last posting date in a fun, engaging way
- Bring to life core brand values of warmth and care to drive positive brand sentiment
In the lead up to Mother's Day, our research showed us that two types of conversations were happening on Twitter:
- Last minute panic to get a card and/or gift
- Expressing love for mum
With the above in mind, the campaign we came up with was called #DearMum. We asked people on Twitter to tell us what makes their mum special and in turn, we turned a selection of these special messages into 6 second Vine videos, sung and 'specially delivered' by a Barbershop Quartet. In addition to a video message, winning entries received a £50 voucher for their mum, delivered in time for Mother's Day. We also used the Barbershop Quartet to create Vines which promoted the last posting date and Next Day Guaranteed Delivery service.
The campaign hit all objectives, driving over 2 million impressions, 300 entries, 500 brand mentions, 500 new followers, an average engagement rate of 2.59% and a 21% increase in positive sentiment towards the Post Office.
This entry deserves to win because:
- It was the first example in the UK of a brand using Vine to create personalised content.
- The play on words 'specially delivered' was creative and communicated Post Office's core Mails offering in a unique way.
- The campaign hit all objectives and successfully promoted the last posting date in a compelling and creative way.
- The video content was vibrant, fun, warm and authentically Post Office, having been filmed in a Post Office demonstration branch.
- It created a huge amount of positive sentiment around the Post Office brand.
- All of this was planned, created and successfully executed within the confines of a very small budget and limited timescale.
The results below were achieved over the course of 2 days:
- 2 million impressions on Twitter
- 532 brand mentions
- 2.59% average engagement rate (against a benchmark of 1.60%)
- 503 new Twitter followers
- Positive sentiment increase of +21% versus monthly average
