Innovations: Mother's Day

Role: Executive Creative Director

The context:

Innovations is known for its broad and curious catalogue of products across every category imaginable: kitchen, home, travel accessories, gardening, furniture, electronics etc.

The problem:

Mother's Day is a crucial retail period for Innovations—however while it's a popular retailer for women aged 50+, it's not often the first stop for Millennial women shopping for their mothers.

The output:

A humorous and millennial-friendly campaign straddling the key digital touchpoints for our audience: Digital/Catch-Up TV, Facebook, Instagram, TikTok and digital display across key news sites.

Results:

Over 12.6M impressions

24% boost in Mother's Day sales

82% Video Thru-Play rate