Friends' Birthdays 2019
If you love them,
Having a network of close friends has proven to promote physical and mental health. So, it’s important to maintain healthy
friendships by doing little things like sending your friends a card on their birthday. If you love them, Moonpig them.
To sit in line with a new strategy for the business, this campaign promotes Moonpig's top-selling category: birthday cards.
The campaign objective was to drive consideration through a series of paid social videos, cut from the below,
which I scripted.
Result: 24% YOY category growth
Father's Day 2019
It's Time We Celebrate Dads
Dads and Grandfathers spend seven times as much time interacting with their children and grandchildren
as their own fathers and grandfathers did with them 40 years ago.
It’s not about hair or eye colour. Being a dad is all about the unexpected moments that show a father’s dedication
to improving his kids’ quality of life -- the moments that have helped shape who you are as a person and how you view the world.
This Father’s Day, let’s celebrate what being a dad means by celebrating the proud, intimate, sensitive and supportive moments
that he’s shared with you. Capture your favourite memories, proudest moments, realest moments with a Moonpig,
and let him know how much you appreciate all the little things he’s done to help you grow into the person you are today.
It’s time we celebrate dads.
The campaign objective was to give dads the same amount of time in the spotlight as mums during Mother's Day.
Result: 6.5% YOY growth
Supers I wrote: "For all the times he's been there for you, make Father's Day as unique as he is.
Start with the perfect card."
Mother's Day 2019
Love Starts with Mum
Moonpig's best performing Mother's Day campaign yet, with record-breaking sales resulting from an end-to-end campaign.
The poet Robert Browning once wrote, “Motherhood: All love begins and ends there.”
Which resonates perfectly with the journey of celebrating mothers. From the moment a new mum holds her baby for the
first time, to the time she consoles a post-heartbreak teen, every individual’s interpretation of love is rooted in their
relationship with their mother. When you think of your first experiences of love, Mum is the first person that pops into your mind.
So if love starts with Mum, Mother’s Day starts with Moonpig.
Let her know by going to Moonpig and picking the perfect card that represents your relationship.
Then write that meaningful, heartfelt, momentous, honest, humble, grateful, story-building message inside.
Add a brilliant bouquet overflowing with her favourite stems and a gift you know she’ll absolutely love.
Result: 7.6% YOY Growth
Valentine's Day 2019
Love is our biggest untapped natural resource, so don’t hold back. Love more than ever, show it, shout about it and extend it
openly and inclusively. This campaign is about uninhibited, unabashed, limitless love. It’s love, but bigger.
The campaign objective was to drive Large and Giant cards and bountiful rose bouquets, through the metaphor of expressing the emotion of
love in a bigger, more powerful way.
Result: 13.2% YOY growth
Supporting the Senior Creative team, I was responsible for delivering the Merrier Together campaign across all of Moonpig’s channels, reinterpreting the ATL to suit, and landing the following messages:
- However we choose to be together this Christmas, this togetherness makes us happier.
- Christmas offer: 20% off
Result: 10.9% YOY growth