Summary
Moms On Duty It garnered a total of 12.7+ million views on Facebook and Instagram
Challenge
With the pandemic induced lockdown, this year's Mother's Day was meant to be special for many families because they got to celebrate it with their loved ones, safely; at home however a few mothers couldn't stay back with their children. Kotak Silk, Kotak Mahindra Bank's savings program is especially designed to cater to all women on their journey towards financial independence and we were looking for a campaign that extends a sense of support and encouragement that is synonymous to the brand. The BFSI category usually highlights their products with their campaigns but we wanted a slightly different approach here. We created content that focused less on our product and more towards the unwavering spirit of #MomsOnDuty; a superhero who looks after her family but after she puts on her mask and embraces a whole new identity, a new role- one that of protecting and serving the society.
Objective
A mother's love, patience and sacrifice knows no bounds, yet this situation of Covid -19 asked for more, which marked it an extremely difficult time for them. Through this video content, we salute all the sheroes who sacrifice a huge part of themselves, their safety and happiness for the sake of their family and society. #MomsOnDuty was a campaign initiated for Mother's Day speaking about motherhood and how they led dual lives. The campaign's objective was not only aimed towards mothers but to all women of the country seeking financial independence. The #MomsOnDuty happened to be the perfect campaign that rightly integrated the ongoing and upcoming affairs of the society i.e it connected the prevalent situation of the pandemic with the highly celebrated Mother's day which was a part of the objective.
Strategy
With an increase in the Covid-19 affected cases followed by the extended lockdown, this was an unanticipated change in people's lives which included adapting to new routines and adjusting to a completely different lifestyle. With ample time in hand, there was an increase in the consumption of social media content with a much-reduced attention span. Our idea was to come up with a campaign that has crisp yet impactful creative pieces that strike the right chord with our audiences and celebrate all the mothers that were fighting on the frontlines. To add a layer of diversity and inclusion we covered different spectrums such as women serving the police force or women who are contributing to the medical staff at a hospital.
Data
In such a situation, the only effective way of delivering a message rightly was through creating content with short and crisp communication evoking emotion without the story losing its essence. We achieved that feat by writing and executing our story in just 10 seconds through Facebook Thumbstopper video format. Along with the simplistic heartwarming narrative, we attached music that added character to the story and touched the hearts of everyone who watched it.
Solution
What does it take to be a head-turner in times of crisis where people have become restless and apprehensive? While marketers around the globe were struggling to garner consumer's attention, even though challenging, we hit the right chords here. The most important aspect to catch one's eye is through stirring their emotions which was a strenuous job to do with the pervasive issue of reduced attention span. Through this campaign, we used a redefined mode of storytelling to deliver our message of showcasing the tender love of a mother towards her kid as well as her heroic venture of serving the country in just 10 seconds through a series of Facebook Thumbstopper videos with music that added character to our heartwarming stories. The #MomsOnDuty campaign rightly integrated the ongoing and upcoming affairs of the society i.e it connected the prevalent situation of the pandemic with the popularly celebrated occasion, Mother's day. While the first phase had stories of women who were fighting in the frontlines, the second phase showcased stories of women who were contributing to the greater good and helping those in need with provisions like home-cooked food.
Results
The campaign was well-received across the nation, recording impressive numbers across all social media platforms. It garnered a total of 12.7+ million views on Facebook and Instagram With interactions over 139K, our Facebook and Instagram pages stood at No. 1 in terms of engagement rate and interactions amongst key competitors during the campaign period.
