Objective

Break through the noise and secure dedicated features that reflected The Bouqs Co.’s mission and values during the brand’s biggest holiday, Mother’s Day. Concurrently drive high volume product press for Bouqs Mother’s Day collection with message pull-through capturing freshness, convenience and value.

Insight

In 2020 and early 2021 Moms had left the workforce in droves, taken on the bulk of household labor, and adopted new roles as teachers and 24/7 caretakers. Anticipating a sea-of-sameness rich with highly-emotional, tug-at-the-heartstrings campaigns about moms, we set out to get real about motherhood and embrace the messy side of things.

Campaign: #MomUnfiltered

This Mother’s Day, we celebrated Mom, Unfiltered. We partnered with Tiffani Thiessen to amplify the message and honor the unfiltered, messy side of being a mom. We’re talking the little moments that don’t make it onto most people’s Instagram feeds. Drying up tears while cleaning up spills. Bad hair, don’t care days. We wanted to celebrate these moments, not hide them.

We asked our community to share #MomUnfiltered moments on social media. For each entry Bouqs donated $5 to Every Mother Counts.

This campaign was integrated across site, email, blog, social (organic/paid) and amplified with public relation and influencer marketing.

Learn more on Fresh Trimmings.