It Takes a Tribe
European chocolatier merci wanted to drive non-seasonal relevancy and inspire everyday gratitude through a Mother’s Day program to directly connect with the brand’s core audience: moms. H5 created #merciMomTribe to encourage moms to express gratitude to their core group of friends, family and supporters who help them navigate motherhood.
In the weeks leading up to Mother’s Day, H5 launched a digital campaign leveraging owned social, native editorial content and influencer partners which generated 7.7 million impressions and an above-average engagement rate of 7.16% (Facebook Standard as of Q2 2018 was reported as 0.24%).
As a result of the success, H5 was tasked with executing a second Mom Tribe program in 2019 to re-engage moms through a digital campaign leveraging paid social media and influencer partners which generated 14+ million impressions, exceeding the program goal.
Together the Mom Tribe campaigns have successfully amplified the unique characteristics of merci Chocolates, created a dialogue among the brand’s target audience, encouraged action on behalf of the brand and drove purchase consideration.