Digital Agency FoxyMoron and Influencer Agency, Pollen, have launched a Mother’s Day campaign called #MummyWaliFeeling for Kellogg’s.
FoxyMoron leveraged Instagram Direct Messages to a few celebrities, influencers and its consumers and checked in on them like all mothers do, with a caring, light-hearted message which they would wake up to.
The #MummyWaliFeeling campaign connected with 700+ people via Instagram Direct Messages.
The list included the Mumbai Police and Bollywood celebrities like Neha Dhupia, Sameera Reddy, Malaika Arora, Kirti Kulhari and Anushka Ranjan, and comedians like Tanmay Bhat, Ashish Chanchlani, Pranav Sapra.
Nikhil Panchal, Account Director at FoxyMoron, stated: “The plan was simple. With Instagram cluttered with branded content, we wanted to make the Mother’s Day campaign more human and relatable.”
We scripted the message “We are getting the mummy wali feeling, especially today. So just wanted to check up on you to make sure you’re eating right. Breakfast khaana mat bhoolna!! Happy Mother’s Day from us to you!”
Parikshit Vivekanand, Creative Director, said: “As a brand, Kellogg’s has always believed in inculcating the importance of having a positive start to the day by eating a healthy breakfast. Our creative team had a very clear approach on the tonality of messaging that needed to be executed. With clarity on communication and data analysed insights on the precise audience that needed to be targeted we slipped into the direct message inboxes of the identified Instagram accounts. Our campaign started as early as 7am on Mother’s Day but it was well worth it, because of the heartwarming responses we received. We knew we had successfully melted a few hearts,” Aarushi Sethi, Director, Pollen, (the Influencer Talent Management Agency of Zoo Media), said.