14th of March– government told kids to stay home so Moms were struck by a new reality overnight that they will stay home with their kids. The brands want to stay true to its brand promise which is that she is the mom’s best ally. So, the brand had to walk the talk and be with the mom in time of need. As Corona emerged, we wanted mothers to spend more quality time and create happy memories with their kids the old fashioned way with no technology and bond.

Our insight was that kids will not remember much about the virus but they'll definitely remember how their homes felt like at the time. So, we created the choose campaign ('Choose To Laugh') embodied in the laughter box; a box that includes 5 nostalgic Egyptian games that every millennial mom knows and loves with the objective to trigger happy childhood memories for the mom to empower her and give her a tool to create new ones with her kids. To simply choose, to stay home and choose to make happy memories.

We produced the boxes and sent out the boxes with a personalized card to influencers, fashionistas, celebrities, admins of mommy communities with the a code that the celebrity can cascade to their followers to claim their "laughter box" only by sharing the hashtags #Choose_to_Stay_Home #Choose_To_Make_Happy_Memories and #Choose_to_Laugh

Safety and happiness is a choice.

• Target audience (consumer demographic / individuals / organisations)

Targeting mothers age 26-45 in Egypt

• Approach

Reach mothers where they are. La vache qui rit has always been the mom's ally so we had to be there for the mom in time of need. We created a box with 5 games that the millennial mom used to play as a child, that triggered happy memories to empowered the mom to choose to stay home and to choose to create happy memories with her family. To choose to laugh.

The campaign was 2 weeks from lockdown ( 1 week production/ 1 week safety precaution). Boxes were sent door-to-door organically. The boxes contained a personalized card to 50 influencers, fashionistas, celebrities, admins of mommy communities with a single minded message' "the only thing that our kids will remember from the Covid-19 lockdown is how the home felt like, so let's choose to create happy memories for our kids". The message asked them to choose and cascade this message to their followers/fans by sharing the code on the card on Instagram or Facebook. The code allowed the their followers to claim the box if they choose! Since there was no time to develop an app, this was done manually. All they have to do is share the hashtags and send us a message with the code. Celebrities reacted with posts and stories with the code asking their fans to choose.

98% of KOL/influencers and celebrities ( amongst the biggest in the region) that we reached organically without realignment activated the codes on their platforms with a very emotional video of them reading the card out loud and showing the code and asking their fans to choose and telling them about the importance of staying at home and creating happy memories. our #Choose_To_STAY_HOME

#Choose_to_create_good_memories were trending on all groups and pages. We started getting requests from other groups and communities and influencers who wanted to join the trend. Posting about getting the box and choosing to create happy memories was a happy moment like receiving a gift on Christmas day.

We distributed 10,000 boxes vs the 6000 planned.

The campaign reached 500k engagements

+3 Million women were reached

10k new followers growth on Instagram in 10 days