Emotion-Based Marketing: boboli’s Secret For Mothers’ Day
boboli is a kid’s clothing brand for children from 0 to 16 years old. For over 35 years the brand has been moving with the times and develops its two annual collections based on creativity and curiosity, like the children it outfits. boboli’s collections are available in over 60 countries, via its e-commerce website and its 150 points of sale.
We posed four questions to Cristina García, their brand Marketing Manager, about the success of boboli’s campaign during Mothers’ Day.
1. How did you manage to adapt Mothers’ Day to the children’s clothing industry?
Mothers’ Day doesn’t celebrate just women but the mothers, and at boboli, it’s an important time! 95% of our database is made up of women, and Mothers’ Day is the occasion for us to pay them special tribute.
It’s important for our teams to rethink our marketing strategy each year, even if the global objective stays the same: increase our traffic on and offline. We usually did simple campaigns to moms for Mothers’ Day, without any meaningful result, but this year we’ve decided to rework our campaigns by including our final target, children, involving dads and focusing on moms.
The emotional link between our brand and our customers is our primary concern to ensure a successful customer experience and to set us apart from the competition. Thanks to this campaign, we’ve managed to capture mothers’ attention by involving both fathers and children.
2. What was this special campaign?
For the first time in boboli’s history, we’ve imagined a brand-new special collection for mothers and their children, but also an emotionally based customer experience for the whole family.
We also created limited edition t-shirts for mothers and their children. To promote this special collection, we’ve planned a marketing campaign to announce the arrival of the t-shirts with a message mixing emotion and humor: “You may have your mother’s eyes, her nose or bad temper… but you most certainly have her heart: Happy Mothers’ Day!”.
3. How did you measure the success of your campaign?
A digital success first! We’ve registered two marketing peaks for this campaign: the first one was when we launched the email campaign with a 44% opening rate, and the second one with additional online stocks had a 22% opening rate.
The marketing campaign had such a success that we ran out of stock on our e-commerce website during the first week of the campaign. The product reached a success rate of 50% and thanks to the quick provisioning of our stocks, the second week also had a positive effect on the campaign. Another notable point: over 60% of transactions allowed us to do cross-selling, which means the sale of additional products at the time of purchase.
4. How did your points of sale fair with the campaign?
To promote our special collection and generate traffic in store, we organized an event in one of our flagship stores with some influencers of our industry, name. The purpose was to sensitize our clients and our prospects to our campaign to, in turn, get the best conversion rate possible.
We also included our clients into the strategy of this event. Mothers and children had the opportunity to participate in a photo game contest, letting us relay the campaign on our social networks.
Lastly, our shop windows have been branded regarding this collection and our sales personnel have been found to be our best ambassadors! For two weeks, they’ve been pleased to wear the official Mothers’ Day t-shirt as a uniform!
We understood with this campaign that it was first and foremost to surprise our clients through a unique and creative experience to reinforce our brand image and to establish a true proximity and loyalty relation with our clientele.
We think that it is essential to know our clients and to build client strategy over an experimental and emotion-based marketing. Our leitmotiv: segmentation, personalization, connection, and enchantment.