The Concept
Every Easter, Mitsides launches a campaign in support of prematurely born babies and their families. For every pack of flour, the brand sells during this period, it donates a fixed amount to the “Mora Thavmata” association. Every year, our team is tasked with a new iteration of this campaign, aiming to spread its word further and further every time, for the benefit of these families. For 2024, we decided to not only help Mitsides financially support families with premature babies but also give them a platform where they would be able to share their experience. So, we invited some of the mothers to give a video interview where they would elaborate on anything relevant to the birth of their babies, and the struggles they faced afterwards.
The Execution
Our design team created unique key visuals that perfectly portrayed the campaign’s message in a clear and visually appealing manner. To enhance the campaign’s visibility and awareness we also used said visuals in OOH marketing, such as floor stickers and supermarket wobblers. In doing so, we created a recognisable and visually consistent identity for the campaign, thus making sure more people became aware of and supported the cause.
Arguably the most important aspect of the campaign was giving the opportunity to mothers of premature babies to talk about their experience, while also encouraging other mothers to follow suit. To do that, we curated a special landing page, where mothers would be able to talk about the challenges a premature birth poses and share a message of support to other families going through the same ordeal.
Finally, we created dedicated intro and outro transitions for the interview series, which added to the much-needed visual consistency of the brand’s Easter 2024 campaign.
The Results
Post Engagement
61, 456
Impressions
807.218
Clicks (All)
5.990
CPC (All)
0.12
CTR (All)
0.74%
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