fbpixel Biossance Mother’s Day - MG Empower
CS_Biossance_Mothers_Day
Biossance: Mother’s Day
#AmorCriaAmor #BiossanceBrasil #MothersDay #AmorCriaAmor #BiossanceBrasil #MothersDay #AmorCriaAmor #BiossanceBrasil #MothersDay #AmorCriaAmor #BiossanceBrasil #MothersDay
Platforms
Brazil, Mexico
#AmorCriaAmor #BiossanceBrasil #MothersDay

Celebrating motherhood with Biossance to drive sales, awareness and web traffic.

We can all relate to the diversity of motherhood. So when Biossance launched a personalised gift box to celebrate Mother’s Day in Brazil and Mexico, they challenged us to promote the hero product by engaging cultural voices from both markets. So we procured a diverse set of influencers, amplified their content with a targeted paid strategy, and successfully broke all the targets – driving sales and footfall to the brand’s eCommerce and IRL touchpoints.

 

GLOBAL STRATEGY AND CREATIVE / INFLUENCER DISCOVERY AND PLANNING / PAID STRATEGIES AND OPTIMISATION / INFLUENCER AMPLIFICATION / END-TO-END CAMPAIGN MANAGEMENT / POST-CAMPAIGN INTELLIGENCE 

34.0123 M
TIKTOK IMPRESSIONS
23.0123 M
INSTAGRAM IMPRESSIONS
01456.89012 %
ENGAGEMENT RATE
Challenge.

Increase brand and product awareness in Brazil and Mexico by driving sales and footfall on Mother’s Day.

In celebration of Mother’s Day, Biossance launched a customisable gift box for the mums of Brazil and Mexico, available on the brand’s e-commerce site and at key retailers in the region. So they wanted MG Empower to drive awareness and sales of the deal, leaning into a narrative that was inclusive of non-traditional family relationships – in order to expand their reach while acknowledging and embracing the diversity of the motherhood experience.

Create emotional and inspiring influencer content to raise awareness of a seasonal product while celebrating the beauty and diversity of motherhood.

Tapping into the diversity of love, we worked with a broad range of influencers – spanning sons, adoptive mothers, mums-to-be, LGBTQ+ families and beyond – to capture the fluid and multiple meanings of motherhood. They strategically created hero moments and shoppable content, driving traffic to the brand’s e-commerce site and retailers. We also incorporated a UGC mechanism, encouraging users to share a picture with their mums to win a sample-size gift box at Sephora stores in the region.

 

 

 

Strategy.
Biossance_Mothers_Day

Paid amplification extended reach on TikTok, running multiple creatives to increase ad relevance.

Spark Ads extended the reach of our organic TikTok campaign, leveraging the authenticity and authority of the influencers’ platforms with a creative that engaged the target audience. Targeting female consumers with interests in beauty and skincare allowed the paid campaign to reach relevant and engaged audiences, driving ad recall, brand impact and purchase intent.

Less is more – except when it comes to targets (because we exceeded all of them).

The influencer content – aided by our amplification strategy – hit all the marks, driving ad recall, brand impact and purchase intent through the roof. We think this is due in part to the content’s simplicity, proving that less really can be more.

The numbers tell a similar story: we were aiming for a relatively humble engagement rate of 3% across platforms but we achieved 16.2%. That’s testament to the power of diverse, creative, emotionally-fuelled content that connects the dots between brand, product and everybody’s favourite day.

 

 

 

 

Results.

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