Is being a mum the toughest job in the world?
The brief
Prohibition was briefed to help Interflora ‘own’ Mother’s Day and increase web traffic and sales in this key retail period.
The concept
If motherhood were a paid job, what would it involve, and how much should they be paid? Prohibition decided to find out and working with a careers expert, calculated a mum salary (£172k per annum), weekly hours (90+) and roles and responsibilities (cook, taxi driver, teacher, entertainer…)
Supported with PR, influencer relations with parenting bloggers, on-site calculator allowing users to calculate their own ‘mum salary’, fake newspaper ad in The Times, advertising the role and directing traffic to the landing page
The results
- 9% increase in like-for-like sales
- Top share of voice during Mother’s Day versus competitors
- 73 items of media coverage
- 20k app uses
- 43k microsite visits
- 8 items influencer coverage
- Social media engagement up 88%
