Mothercare has long been a go-to source for Cypriot mothers-to-be but it wasn’t living up to the trusted name. In 2017, Opium Works created a socially-led experience that would inspire, educate and ultimately redefine Mothercare.
Constant monitoring and careful observation allowed us to gain valuable insight into the lives of our target audience and understand their needs. From giving tips to devotees to sharing news on related matters, we created a safe haven for parents. Through this highly conversational tone, we gave a sense of community and compassion.
Here at Opium Works, we believe that people want to talk to other people, not faceless businesses. That's why it was in Mothercare’s best interest to show a human side in social media interactions and posts and ultimately, boost sales.