Mother's can now run advertisements on their family members devices.
Clickable ads allow mothers to pick their Mother's Day gifts in a new campaign by Kitchen Warehouse.
The advertisements of their desired Kitchen Warehouse gift will run on family members devices, organised by independent creative agency Special.
Group creative directors at Special, Nils Eberhardt and Simon Gibson, thought it was high time for mums to have access to the same tools marketers have been using for years.
“Marketers have been using the algorithm to influence people for years,” Eberhardt and Gibson said.
The campaign consists of six advertising techniques, the ‘Algorithm Infector’ that uses QR codes, the ‘Sneaky Share’ that retargets families through shared cat and dog videos, and ‘Microphone Mum-nipulation’: Digital Audio ads on the Nova Network.
Head of performance & eCommerce at Hatched Media, Adam Steward, said that they developed a custom solution that relied on signals from in-store posters, OOH, display, and social media ads, to give mums what they really want.
"Once mum’s device ID was captured, highly targeted ads were served to anyone in her household, encouraging them to purchase the exact gift their mum wants from Kitchen Warehouse,” Steward said.
Hundreds of thousands of mums have already mum-nipulated the algorithm.
Kitchen Warehouse chief customer officer, Simon Lamplough, said that this year's campaign allowed them to be much smarter with their marketing budget.
"Mums let us know what they'd like, and we spend money on their behalf, mercilessly targeting their families with ads for it," Lamplough said.
"It's delightfully 'Mum-nipulative."
CREDITS
Kitchen Warehouse:
Simon Lamplough - Chief Customer Officer
Emma Foreman - Marketing Assistant
Jo-Anne Pabst - Stylist & Creative
Kellie Mitchel - Head of E-Commerce
Moi Villanueva - UX & Design Manager
Special:
CEO & Partner: Lindsey Evans
CCO & Partners: Tom Martin & Julian Schreiber
CSO & Partner: Dave Hartmann
Simon Gibson - Group Creative Director
Nils Eberhardt - Group Creative Director
Alastair Flack - Senior Art Director
Mark Starmach - Senior Copywriter
Laurent Marcus - Creative Technologist
Maggie Webster - Designer
Margot Fitzpatrick - Executive Producer
Sharon Gray - Senior Digital Producer
Ada Tuna - Producer
Danielle Senecky - Stills Producer
Jen Bailey - Finished Artist
Tori Lopez - Managing Director
Chris Braks - Team Lead
Elliot Aitken - Business Manager
Hatched Media:
Danni Dimitri - Managing Partner & Head of Strategy
Adam Steward - Head of Performance & eCommerce
Laura Comber - Business Director
Diana Wong - Biddable Director
