Mothers Day is a key sales period for NOTHS, so Drum were tasked to champion them as the ultimate destination for unique and thoughtful gifting.
With family time in decline and parents feeling busier than ever, days like Mothers day have an increasing appeal as an opportunity to spend quality time together and show a genuine appreciation for one other. Drum felt that working with influencers was the best route to engage with this audience in an authentic way. Giovanna Fletcher and Sammi Maria, were briefed to think carefully about their mums and their relationships, finally selecting a gift and then invited to NOTHS to meet it's maker.
The films not only answered the brief perfectly by driving the key message that NOTHS is the destination for ‘unique’ and ‘thoughtful’ gifting, but they also showcased the love and attention the makers put into each and every product. Giovanna’s hero video achieved a 99% likeability from her audience, whilst Sammi’s video performed above benchmarks and had a significantly longer watch time, indicating strong engagement from her audience. Comments were also 100% positive which is always a sign of authentic and sensitively sponsored content on an influencers channel.