Leaning into the popularity of how-to content online (and the primary forms it takes - video and image), we created simple, fun, bite-sized how-to content - all of which clicked through to curations of products so mom could create the experience herself.

The 6 videos were quick, playful step-by-step demonstrations of the gifting process -- from collecting the right supplies to the final reveal.

And 15 images included imaginative yet easy ways to have more fun with gifting. Some images showed step-by-step breakdown of how to make it happen, while others just showed the final product to spark mom’s imagination.

90,000 people followed the How To Wow Pinterest board, and the most shared pin received 183 shares.

Videos on YouTube were viewed 110,506 times collectively.

On Facebook, engagement with How To Wow content was 34% higher than industry standard.