On Mother’s Day, we wanted to shine a light on the often overlooked, yet essential, work that mothers do. Inspired by the fact that mothers are always on duty, we had in mind to create a campaign that would raise awareness about the multifaceted roles mothers play, both at home and in their careers, while tying it back to the brand jobs.ch.
A Street Survey with a Twist
Leading our in-house creative team, I helped to plan a mini social media campaign for Jobs.ch, tying the theme of Mother’s Day to the brand. The idea was to ask different people a thought-provoking question: "How many jobs does your mother have?", in exchange for paying for their mother's day gift. The responses highlighted roles like CEO of the household, grocery deliverer, psychologist, and more, emphasising the often invisible labor mothers daily perform.
Why am I a Huge Advocate For In-House Creative Teams?
Bringing together internal creative minds creates more opportunities for mini-campaigns to foster brand loyalty and awareness, without resorting to agencies that often cost a fortune and don't know the brand well enough, nor do they have the time to spend working on beautifully crafted ideas tailored to your audience. By tapping into our team's diverse perspectives and brand-knowledge, we crafted a campaign that not only resonated with our audience but also reflected our brand values.
Brand Awareness With an Impactful Message
When it comes to celebrating special dates, it's not enough to simply follow trends and post a nice message. One needs to dig deeper and find authentic connections between brand values and these significant occasions.
For example, during Pride Month, updating your logo with a rainbow overlay isn't meaningful if the company policies don't actively support and foster a diverse and inclusive work environment. Authenticity is key.
Creating campaigns that resonate on a personal level drives meaningful engagement and builds lasting brand loyalty, instead of just jumping on the bandwagon.
