For Mother’s Day this year, Moonpig wanted to celebrate its partnership with LEGO, with a campaign that would create moments between Mother figures and their children via opportunities to play together with LEGO. Alongside that, the campaign needed to challenge the preconceptions that only Dads play LEGO with their kids, and flip the narrative that it is a more male dominated activity.
Through our initial research, we found that the one thing Mother figures needed was time, as this was what stopped them from spending as much quality time with their children as possible.
Using this insight we created a “Time Tokens for Mum” booklet, which aimed to give Mother figures back some additional time to spend how they would like. It was designed to be filled in by children, partners or other family members and available for free to anyone who ordered a LEGO gift via Moonpig for Mother’s Day.
We launched the booklet with a research story that showed the gift most Mother figures wanted for Mother’s Day was time, and that they would use that to spend time with their children, driving coverage in online national and lifestyle titles for the booklet. Alongside that we sold the booklet into Mother’s Day gift guides, positioning the LEGO available on Moonpig and the free booklet as a must have gift.
The campaign was amplified further with a paid influencer partnership with Brummy Mummy, who created content of her and her family using the booklet, with swipe up links pushing her followers directly to the Moonpig’s selection of LEGO gifts.
The campaign received over 30 pieces of coverage across national and lifestyle titles including Buzzfeed, The Independent, Upworthy, Daily Express and Verge.