How an email stole hearts
and 38% of market share.
Growing scale with a budget that couldn't budge.
It happens differently for every brief — but for this one it was hyper-efficient use of production funds, understanding the lifecycle of our idea, and launching a sequel for the cost of a plane ticket that helped turn a simple idea into a massive sales platform.
See the Effie Case Study
ba.com/visitmum
Launch Email
Earned
Display
Social
UGC
CRM
Feeding the asset monster.
A run-and-gun production in tandem with our main shoot generated a content library that fueled the entire media buy and social campaign.
Mum interviews gave writers authentic voices to inspire every headline.
#visitmum
People posted their favorite "Mom and Me" photo for a chance to win their own Visit Mum story. BA reenergized the campaign and seeded a social conversation for the cost of a plane ticket.
Miss my ma so much. Wish i win, to give her d surprise of her life!
Earned love.
With $0 for PR, the story had to be good enough for the press to pick up. They did — over and over again.
"All marketing should aspire to be this good."
"Warning: You may experience the overwhelming urge to call your mother while watching this."
"Best travel campaign ever."
"Team, no ideas that affect anything wings in. No exceptions."
It was the one unbreakable rule our account had — the thing that just can't be done on any airline account.
Did we mention no one says "no" to Mum?
