Bing Lee: Multiple Hats Mum Campaign.
The Challenge.
In partnership with Dialogue PR, Mindjam were asked to develop the creative platform and microsite for a proactive Mother's Day campaign. With an incredibly short lead time and little brand awareness in Victoria, Mindjam accepted the challenge.
Our Creative Solution.
Everyday, mums wear multiple hats. From the fitness mum to the schooling mum and everything in between, every mum is required to wear multiple hats when bringing up children. We took the idea one step further, allowing mums to generate a Mother's Day wish list based on their favourite hat.
#MultipleHatsMum
Mindjam developed the creative look and feel, a complete social media promotion kit and a highly interactive campaign microsite capable of allowing mum's to generate Mother's Day wish lists for their children.
The Results.
The campaign was a huge success with Dialogue PR generating huge media value through social channels and 2 appearances in mainstream television. The microsite saw almost 15,000 visitors within 14 Days and over 750 products were added to carts by mums. Both competitions saw nearly 800 entries and some fantastic sentiment expressed in association with the Bing Lee brand.
Bing Lee were extremely please with creative and the speed at which the campaign was bought to life.
What Our Clients Said.
“I think the creative across the whole campaign is excellent, very nice work."
David Shepherd – Digital Marketing Strategist – Bing Lee
“The site looks absolutely fantastic. So happy with it! ...really appreciate all of your efforts everyone. Thank you!”
Thuy Koval – Marketing Manager – Bing Lee
It’s one thing to show a good creative to a client but it’s another thing to work as a team to turn things arounds seamlessly and problem solve as we go.
Michelle Richings – Business Director – Dialogue PR
Media Coverage.
