Stockland’s integrated Mother’s Day campaign ‘All those who Mum’ is an example of how we create memorable and creative campaigns that inspire shoppers to purchase and to share their experiences through social media.
Mother’s Day is one of the biggest days in retail and Stockland’s three-stage campaign included emotive video content, a 40-part editorial and portrait series showcasing ‘mums’, and 37 bespoke centre gift idea blogs to take customers on a journey, inspire purchase and build brand engagement and loyalty. Many of the mums who shared their stories work in Stockland centres including: Nicole, owner of Indulgence Medi Spa at Stockland Tooronga; Rebecca, owner of The Hunted at Stockland Cammeray; Tanya, manager of Sussan at Stockland Nowra; and Ann from Fish on Fire at Stockland Cleveland.
Anchored by the influence of social media, the campaign creative, based on social insights and feedback from parents and carers, celebrated and acknowledged the diversity of mothering. The campaign was supported by social, digital, in-centre advertising, displays and activations.
Stockland's Mother's Day video
A major part of the campaign was centred on Stockland’s food positioning to inspire everyday food purchase, reinforce product across all our centres and drive cross-food category sales.
The campaign leveraged on the success of our Christmas campaign ‘Share Some Unexpected Joy’, helping our customers find unique and special ways to let their mums know how special they are.