To celebrate Mother’s Day, we created a digital and experiential marketing campaign for ProFlowers and Shari’s Berries at Grand Central Station in NYC. At the 3-day event, we honored moms with a huge floral wall, a hashtag mural made of chocolate, and a projection screen showing real-time social media dedicated to moms. With a microsite mirroring what was on screen, anyone could submit a dedication to their mom and it would be projected live in NYC and on our microsite within seconds.
The campaign drew over 200 million impressions and was featured on national TV.
As lead copywriter, I created the campaign name and messaging across every channel. I was also part of the digital/social strategy team that ensured successful execution and consistent messaging at every consumer touchpoint.
The campaign earned our team the #1 “Mark of Excellence” PRSA Award in the Events category.
#AintMomGrand Campaign Highlights:
- 375,000+ reached on-site
- 10,000 onsite branded photos taken
- 323 PR placements for a reach of 176 million
- Good Morning America national TV coverage (23 million viewers)
- Over 7 million reached on social media (Twitter & Facebook)
- #AintMomGrand trended nationally on Twitter during event
And yes, I tweeted a VERY touching photo and message to my mom. She loved it. Explaining to her how to submit her own was a whole different story.