In this digital era, PR campaigns that focus on creating a closer personal connection between brands and customers are more important than ever. This Mother’s Day, BARISTA Espresso stood out with their campaign as they have gone back to basics by brilliantly combining offline and online PR tactics.
This year, the brand honored hardworking mothers in different industries and recognized their exceptional efforts to balance their professional and personal lives in a unique way.
To pay tribute to these extraordinary women, the brand sent “Motherly Love is Instant” packages to working mothers in several selected corporate companies across Lebanon. Each beautifully designed package was carefully curated with a selection of the brand’s popular Instant Coffee category and a complementary mug.
The “Motherly Love is Instant” bundle distributed to more than 1,000 mothers took over the workplaces on Mother’s Day morning, surprising all employees who are moms. The campaign’s objective was to remind mothers of the instant comfort and warmth that a good cup of coffee can bring them, especially during their earned breaks on a busy day!
BARISTA also shared a personalized message in the package sent to the mothers. One of the key factors that contributed to the campaign’s success was its ability to connect with potential consumers and the community on a personal level. This activation tapped into the power of social media as well, where mothers shared photos of their packages on Instagram and other platforms, creating a viral, genuine effect, as strong as that of bloggers and influencers.
This campaign is an excellent example of the relevance of the traditional PR approach, and it highlights the powerful buzz PR agencies, creative minds, and brands can generate when combining the best strategies of both worlds: Traditional PR and Digital PR.
List of the companies:
- Holdal Group
- Fattal Group
- MTV Group
- Leo Burnett
- Publicis Group
- Middle East Airlines
- Samsung
- Nine Miles:
- Roadster
- Deek Duke
- Bar Tartine
- G Management:
- Skin Society Management
- Healthy Essentials
- Pharmacie Le Gabriel
- G Spa
- Skin Society Clinic
- Castania Nuts
- Bridge of Minds SARL