The idea behind the promotion was to create a luxurious kit focusing on the much-needed moment that a mom might need for herself from time to time. The moment, became a moment, further to a MOM-ent. With the word game that was accurately linked to both Mother's Day and the message to be conveyed, we created a PR offer that captured both interest and reached through the noise.

The PR mailing was sent to Sweden's biggest mom influencers. To stand out from the crowd and increase the likelihood of the influencer mentioning the offer in their channels, we chose to print cupcakes and cookies with personalized pictures of the profile and their children. In addition to these, the offer consisted of luxury products from selected brands and a personalized card written to each profile based on what is happening in their life, as well as why that particular influencer was in need of a MOM-ent on Mother's Day.