Mouka – Celebrating Fathers

Fathers = support

Our campaign leveraged user-generated content to demonstrate the parallels between the support of a father, and the Mouka Orthopaedic Wellbeing Mattress. We asked the audience to create and share videos of themselves in which they are appreciating their fathers for being there for them and supporting them in all the many ways. In return, every entry stood a chance to win the Mouka orthopaedic mattress.

The audience posted these entries on their own instagram pages and tagged Mouka, while also using the hashtag #CelebratingFathersWithMouka. We received a total of 66 entries across the 2 weeks of the campaign.

We shortlisted entries and put them up for voting on the page. This brought more engagement as more and more people came on to vote their favourite entry. At the end of the day, the three entries with the highest number of votes won.

Results

As expected, we saw a sharp increase in engagement on the Mouka social channels (14,599 engagements in total), and we also recorded a reach of 1.06+ million cumulatively across all the channels.

The campaign not only achieved the objectives of increased on-page engagement, increased brand affinity and increased followers, it also humanized the brand to its audience, and built a deeper connection.