The Mother’s Day Collection Strategy for e-commerce F&B Client: The Hummingbird Bakery
The Mother’s Day Collection for The Hummingbird Bakery was a heartfelt tribute to mothers everywhere, celebrating their unwavering love and endless sacrifices. With a focus on creating indulgent treats fit for the occasion, our objective was to curate a collection that would evoke warmth and nostalgia. Through a harmonious blend of captivating imagery, strategic marketing initiatives, and innovative collaborations, we endeavoured to craft an unforgettable experience that would resonate with the clients’ audience and honour the spirit of motherhood.
What We Did:
At the core of our strategy were the high-quality lifestyle images created for a previous year. These images were strategically repurposed across social media platforms, newsletters, paid ads, press releases, and the website, ensuring widespread visibility and engagement.
We developed a comprehensive social media strategy tailored for the clients organic channels; Twitter, Instagram and Facebook. Through curated content and strategic management, we aimed to foster meaningful connections with the clients audience, igniting excitement for the Mother’s Day offerings.
We launched a targeted Google PPC Search campaign, crafting ad copy, relevant keywords, and utilising the lifestyle imagery to maximise visibility in London and drive traffic to the collection. By optimising the campaign for relevant search terms and audience targeting, we ensured maximum exposure and conversions.
For a full strategy, we encompassed dedicated newsletter campaigns, continued organic social media initiatives, SEO-optimised blog posts and product pages, and press releases were distributed to relevant publications. Additionally, we collaborated with esteemed rosé brand Maison Mirabeau for a social media competition to further amplify the reach and desirability of the Mother’s Day collection.
The Results:
Several publications featured the collection in articles and coveted gift guides
The collaborative reel with Maison Mirabeau garnered over 42k views, with a remarkable 69.3% increase in non-follower reach. The Hummingbird Bakery also received 1.1k new followers on Instagram.
The partnership with Maison Mirabeau has since led to the creation of permanent hampers sold on The Hummingbird Bakery’s website.
The dedicated newsletter campaigns yielded significant revenue.
The PPC campaign reached thousands of new potential customers.
The Content:
