CLIENT
YEAR
2018
Appreciating The Unsung Heroes
Mother’s day is often celebrated as a prime commemorative day worldwide. It’s seen as a recognition of mothers in the family and their importance towards nurturing the people they’re with. It’s also seen as a cultural phenomenon as many take to social media to create campaigns that appreciate mothers all over the world. With Kadence, we’d also considered doing the same but with a twist. The highlight of our campaign was to commemorate the same day in a way that’s most relevant to the brand as well as the ecosystem within it.
Mothers are often seen as the unsung heroes of the family. Their constant need to cater to everyone's needs make them indispensable not just from the work they put in, but also the unending support they provide for their loved ones. While they’re so busy attending to these responsibilities of theirs, they often compromise on other hobbies, interests and the like.
What’s incredible here though, is that they never complain about it, always putting everyone else’s needs ahead of everything else.
When creating this campaign, our biggest intention was to celebrate mothers around the world. We made a point to specifically highlight mothers that also take up music as an interest in addition to their primary professions. The very significance of this would be to shed light on the multiple personas these moms take up so efficiently.
While the appeal of creating a Mother's Day campaign seemed great, it needed to make sense for the brand as well. We needed to provide the brand with some sort of leverage that would make it a part of this celebration if anything, for retentions sake.
Having only recently begun conducting its open mic sessions, this seemed like
the perfect opportunity to conduct the first of its kind, themed open mic for the brand itself. The idea of our campaign was to highlight moms who seek to balance their lives between being a responsible mother with a day job, but also moonlight as musicians.
The idea was purely a multi-photo post which highlighted women (mothers obviously) posing with instruments against a plaid backdrop. Through an effective photoshoot and editing, the design was complemented by grunge aesthetics to give it a minimal feel while placing the spotlight on the models itself. Tones of pink were applied to the images in the form of text to add a sense of personality to the posts.
The term #MomYouRock, stemmed from the stereotypes that in this day and age, it’s difficult to come across a female in a rock band, better yet a mother. This would seek to break such notions and highlight how diverse a women can be even after reaching motherhood.
In addition to this, it seemed logical to extend the brand’s services as a part of this campaign. Creating a themed open mic that catered to mothers only reinforced the brand and the Xperience stores as something for more than just the avid musician. It was a store that catered to everyone with a budding musician in them.
In addition to this, it seemed logical to extend the brand’s services as a part of this campaign. Creating a themed open mic that catered to mothers only reinforced the brand and the Xperience stores as something for more than just the avid musician. It was a store that catered to everyone with a budding musician in them.
The campaign achieved a total reach of over 200K.
The campaign received over 50,000+ engagements in totality and over 40,000 reactions.
The overall engagement rate for the campaign accounted for around 25%. A very high rate by many regards.
We’re often so caught up with our daily lives that we tend to forget so much of what’s happening around us. The same can be said for our mothers who do so much for their families through sacrifice and compromise. There’s a thin line walked when it comes to balancing so many things together. For that, mothers deserve all the commendations the world can throw. And if this campaign could highlight even a fraction of that sentiment, for a commemorative celebration, then it was surely worth it.