Re-engaging key audiences
Mothercare, Britain’s largest parenting retailer, needed to bring love back to the brand by showing they understand the issues facing mothers today.
By celebrating the diverse reality of the postpartum body, Mothercare’s #BodyProudMums smashed the conventions of only ever showing perfect snapback bodies and helped mothers throughout the UK and the world feel pride in their new body
Meaningful social impressions
The campaign generated over 772m earned media impressions - 50x beyond what we paid for. We saw an 18% uplift in people saying Mothercare is a brand I love and most importantly a 2.8% increase in market share. All in all, a great return for a £150,000 total spend (across media, creative & PR)