This year Stockland’s Mother’s Day campaign, Mother’s Day Solved, achieved excellent buy in with customers inspired to open their wallets and their hearts to give mums what they really wanted.
To drive centre traffic and sales, the campaign highlighted everyday ideas and experiences for Mum including breakfast in bed and dessert recipes by Stockland’s food ambassador, Miguel Maestre, a printable Mother’s Day DIY coupon book curated for each town centre, localised gift guides and in-centre events and activations.
Supported across 23 retail town centres through digital content highlighting the range of speciality, beauty and dining offerings in our centres, more than 1,600 people entered our Mother's Day Solved competition, which gave customers the chance to win mum prizes up to the value of $3,000 from their local Stockland town centre.
For customers stuck for ideas on Mother’s Day, identified as a key pain point along our customer journey, Stockland created value-added blog posts to help shoppers find a bespoke gift featuring a range of our retail partners for the mother figure in their life. Each blog was curated to the centre’s offering, creating a point of difference for our customers and saw over 2,000 page views from engaged customers.
As part of the campaign to give Mum the day off, Stockland promoted Miguel’s Mother’s Day breakfast in bed recipe via our website, YouTube channel and each centre’s social pages to maximise our reach and exposure and drive food traffic in centre.
This year’s recipe was more focused on families with young children than last year’s mud cake recipe. And it was a hit, achieving more than 7,900 views across YouTube, Instagram and Facebook and encouraging shoppers to spend 4 minutes and 26 seconds on the Stockland website enabling commercial cross-promotional opportunities.
The campaign was supported and amplified through in-centre events, visual merchandising and a tactical digital campaign using owned and paid media channels to encourage traffic and spend during this key seasonal period.