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  • Case study

    Puck NoSuperMom

    Ramadan 2023: Reinforcing the brand equity as the brand who helps the mom do the incredible

    The challenge.

    Moms are quickly celebrated as Supermoms, although this is done with good intentions, it’s a loaded phrase that carries unrealistic expectations. Puck wanted to continue bursting the public’s bubble this year and truly be the ally of moms.

    Through our creators campaign, we achieved 1k+ positive comments from our mom audience who joined the conversation with the creators, creating a mom-to-mom support environment.

    Our challenge was to reinforce the brand equity as the brand that elevates the pressure off moms from the unrealistic societal expectations, as well as ensure saliency in the consumers’ minds when it comes to iftar occasions in Ramadan using the range of Puck products.

    The insight.

    Moms will constantly make sure their family have everything they need to succeed in life.They are pressured to perform at their best and fear the idea of not doing something perfect. How can we shift this perception?

    The solution.

    Working with a mix of creators in UAE, KSA and Oman, the campaign launched with creators sharing personal stories how all that matters is that moms are doing their best; providing support to other moms who feel the pressure of expectations. The second phase focused on reassuring moms how to turn around stressful situations this Ramadan (burning a dish or unexpected guests for Iftar) by providing her with the right solutions using Puck products.

    The results.

    An engaged community of moms joining the conversation and sharing their personal stories on the creators posts, resulting in 2k+ comments and 2.8mn campaign engagement.

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