Children design the dream dress for their moms.

Bijenkorf

How do you blend fashion, mothers and children into a successful Mother’s Day campaign? We developed a surprising activation for Bijenkorf, where children could draw and submit the dream dress for their moms.

The five winning designs were actually created and unveiled. The result? The highest interaction on social media and many heart-warming responses.

What is the ultimate gift that
every mom could wish for?

How do you combine fashion, moms, children and emotion in an effective Mother’s Day campaign that touches the target group both online and offline? Bijenkorf asked us to develop a striking activation for the favorite store of many mothers. But what do mothers like best to receive and what do children like best to give?

There is a fashion designer
in every child.

From all the insights, background information and extra ingredients, we developed the concept ‘Mother’s Day Couture’. Children were encouraged to draw a dream dress for their moms. The five most beautiful drawings were selected from all entries. In fact, the five winning designs were actually created. The five little winners lured their mothers with an excuse to the Bijenkorf, where they were surprised with the unveiling of their personalized designer dress. Custom made, designed by the child.

Highest social interaction: radiant dresses, warm responses.

The mothers’ reactions were moving and heartwarming, and were captured in a video that was shared via Facebook. The video achieved the highest interaction ever for all Bijenkorf campaigns on Facebook. Proof that the campaign was highly appreciated and gave the brand a positive boost. The campaign was rolled out omnichannel, with announcements via owned media, such as the Facebook fan page and newsletter, signage in stores, public events and a promotional website in the style of Bijenkorf.

The entire production was developed by us in collaboration with Bijenkorf. A successful campaign that led to a Christmas campaign and Valentine’s Day campaign.

WANT TO MOVE YOUR TARGET GROUP TOO?

hallo@everybodylikespenguins.nl +31 (0) 30 87 00 260

What else we do

Like penguins, we never sit still. In fact, we are constantly on the move to get our customers’ target group moving. Even if it’s just a little push. Sometimes through an online awareness campaign, other times for a physical activation. By joining our creative forces with our online marketers from Like Honey, the coolest campaigns and best results are created. See for yourself!