BAND-AID MOTHERS DAY

Social media campaign

Project Details

Date:

2020

This campaign focuses on enhancing the social media presence of Band-Aid Brand through creating an emotional connection. To achieve this, we sought to understand the Band-Aid audience and determine what social platforms would best suit them. In the end, we settled on millennial moms and their presence on Instagram and Twitter. The insights we discovered led to a campaign honoring Band-Aid and its 100-year partnership in healing with moms everywhere. We focused on the idea that getting a Band-Aid as a child is for more than protecting a wound. From the moment you slipped and fell to the moment mom made it all better, the process of getting a Band-Aid reminds you of a mother's love and the strength to persevere.

Team Member: Samuela Chery

what I Worked on:

Creative Direction, Design

We felt the most effective means of engagement were through social features such as Instagram stories, through which users could actively engage. These stories allowed users to not only view ads but share their personal Band-Aid memories while honoring the mothers who care for them. We also created a campaign video featuring the voices of children, young moms, and grandmothers to showcase the idea that the lessons we learn as children have the power to last for generations.