To coincide with the launch of Bing Lee into the Victorian market and drive sales throughout a key selling period, Dialogue developed a heartfelt campaign called #multiplehatsmum that tapped into the emotional territory associated with Mother’s Day by encouraging consumers to show their appreciation and gratitude to all the ‘super mums’ wearing multiple hats.
Campaign Objectives:
- Drive noise and attention to Bing Lee via an impactful campaign that targets consumers
- Promote launch into Melbourne by driving leadership credentials as a successful 60-year-old Australian retailer brand
- Generate demand, traffic and sales
- Build brand loyalty and advocacy
Microsite to host #Multiple Hats Mum competition and capture first-party data
Wish list generator where mums could select products they wanted to receive
Partnership with ambassador Natalie Bassingthwaighte
National survey looking at the home appliances that Australian mums really want as Mother’s Day
Media relations and social campaign
total campaign reach
across broadcast, print, online and social media
