In this digital era, PR campaigns that focus on creating a closer personal connection between brands and customers are more important than ever. For its Mother’s Day campaign, Barista Espresso went back to the basics by combining offline and online PR tactics.
This year, the brand honored hardworking mothers in different industries and recognised their exceptional efforts to balance their professional and personal lives in a unique way.
To pay tribute to these extraordinary women, the brand sent “Motherly Love is Instant” packages to working mothers in several selected corporate companies across Lebanon. Each designed package was curated with a selection of the brand’s popular Instant Coffee category and a complementary mug.
The “Motherly Love is Instant” bundle was distributed to more than 1,000 mothers took over the workplaces on Mother’s Day morning, to surprise all employees who are moms. The campaign’s objective was to remind mothers of the instant comfort and warmth that a good cup of coffee can bring them, especially during their earned breaks on a busy day.
Barista also shared a personalised message in the package sent to the mothers. One of the key factors that contributed to the campaign’s success was its ability to connect with potential consumers and the community on a personal level. This activation aimed to tap into the power of social media as well, where mothers shared photos of their packages on Instagram and other platforms to create a viral, genuine effect like that of bloggers and influencers.
The campaign aims to highlight the relevance of the traditional PR approach, and how traditional PR and digital PR can come together to create a buzzworthy campaign.
Communication and PR agency: Bridge of Minds
Creative agency: Publicis