Malley’s, the legendary chocolatier, needed a Mother’s Day campaign to keep their treats top-of-mind—especially for otherwise uninspired spouses and children.
Because here’s the human truth: while A+ moms deserve amazing gifts, they’re too humble to ask for what they truly want. Hence, 69% of people wait until two weeks before Mother’s Day to even start shopping.
What we did
- OOH
- Radio
- Social Media Ads
- Programmatic Ads
- Paid Search
All of which made it imperative to share what moms really want for Mother’s Day—translating typical Mom-ism downplays into direct orders: BUY ME MALLEY’S.
Digital placements encouraged people to slowly step away from cringy cliché gifts. And given typical shopping habits, media was concentrated around the two-week lead-in (making these ads helpful, procrastinator-proof inspo).
Out of home hit upon other human truthy motivators. Oh yeah: It also inspired Malley’s take on the classic Mom tattoo.
Temporary tats were included with purchase so people could show their dedication and still be ink-free by Father’s Day.
Results
This matriarch-centric campaign over-delivered on projected media impressions by 33%, increased online preorder sales of chocolate covered strawberries by 23% YOY, increased overall Mother’s Day sales by 15% YOY, and made all our moms, like, infinity proud.