Mumsy

MUMSY SAYS, ‘THANK YOU, MOM’

Social Campaign

Mumsy, an app for mothers and daughters, set out to transform the way families stayed connected. With a launch planned for Mother’s Day, how do you break through the noise and convey the emotional significance of an app to spur installs among millennial women and their moms?

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STRATEGY

To break through the app world’s reputation of being impersonal and unemotional -- exactly the opposite of the feeling we wanted to convey with Mumsy’s launch spot -- we crafted a story about a lifetime of hand-holding between mother and daughter. We leveraged grassroots budget social content amplifiers.