Case
Encouraging the Purchase of Appliances as Gifts for Special Occasions (Mother’s and Father’s Day)
Goals
Encourage the purchase of appliances as gifts for Mother’s Day and Father’s Day
Execution
Every year, BLACK+DECKER runs a campaign in Colombia for both Mother’s and Father’s Day. The campaign highlights products chosen by the marketing team and is centered around a key theme or concept: “Give Mom the Gift of Time!” for Mother’s Day and “Be There for Dad at All Times!” for Father’s Day. Based on these guidelines, the campaign is designed, and its objectives are established.
Objectives
- General Objective:
Design a social media campaign that builds a strong connection between users and the brand through emotional and engaging content. - Specific Objectives:
Create content that resonates emotionally with users, promoting products in a friendly and subtle way.
Use interactive, high-reach formats like reels, stories, and filters, while incorporating a variety of content to keep things fresh and engaging.
Top performing content by campaign
Mother’s day
- Top 1: Engagement 6,96% – Post– Artwork
- Top 2: Engagement 2,57% – Post– Artwork
- Top 3: Engagement 1,44% – Post – Artwork
Father’s day
- Top 1: Engagement 3,22% – Post– Artwork
- Top 2: Engagement 2,67% – Post – Artwork
- Top 3: Engagement 2,36% – Post– Artwork
Campaign content schedules
Conclusions
In conclusion, the campaign promoting appliances as gifts for Mother’s and Father’s Day, developed in collaboration with the brand, has been highly successful in driving engagement. Both the general and specific objectives were met by creating emotional and participative content, leading to strong interaction and reach on social media.
The thematic approach—”Give Mom the Gift of Time!” and “Be There for Dad at All Times!”—effectively boosted engagement, resulting in significant interaction from prosumers. The strategy of crafting posts that tapped into emotions while subtly promoting the product helped strengthen the connection between users and the brand, underscoring the relevance of these products in the lives of both mothers and fathers.
The use of diverse content formats such as reels, carousels, stories, and storytelling effectively captured the audience’s attention and encouraged active participation. The standout engagement rates in the top-performing posts for both Mother’s and Father’s Day further validate the success of the campaigns in terms of impact and audience connection.
In summary, BLACK+DECKER not only successfully incentivized the purchase of appliances as gifts for these occasions but also built a closer relationship with its audience, showcasing a clear understanding of their needs.
