Practo chose the digital platform to thank the ‘first doctor’ of our lives, this Mother’s Day. #CallMomNow

While smiling or crying. While falling or hurting. You always remembered her. To the first doctor you ever called.
Happy Mother’s Day. Watch their tribute to her and #CallMomNow

Background

This Mother’s Day Practo decided to do a campaign exclusively on the digital platform to say thank you to the ‘first doctor’ that people called out for when in need.

Execution

Practo launched a ‘Supermom’ series highlighting the sacrifice and contribution of a mother towards the development of her child. On Twitter, it went ahead with a video to launch #CallMomNow and posted, “While smiling or crying, while falling or hurting, you always remembered her. The first doctor you ever called. Happy Mother’s Day.” It reached almost 1.5 million people, gathered 95,000 views and over 30,000 interactions.

The brand launched a Twitter contest, where it asked the participants six questions about their relationship with their mothers. Practo used this contest to engage the consumer and draw him into the conversation. This was followed by heavy promotion on social media platform that led to a phenomenal response on Mother’s Day.

Result

YouTube garnered over 5,50,000 views in just two days. Meanwhile on Twitter, the trend #CallMomNow secured 18,754 tweets and was trending for three hours on the occasion of Mother’s Day. Facebook also was not far behind with total interactions of over 42,000 and over two million impressions. Further, the overall response of the campaign was phenomenal crossing a reach of over 50 million people within two days.

Credits
Advertiser: Practo
Agency: Geometry Global