THE BEST GIFTS ARE STILL THE ONES YOU CREATE

2017 Mother’s Day Campaign for Things Remembered

Things Remembered's first national marketing initiative in years to have significant spend behind it, the 2017 Mother’s Day campaign needed to reintroduce the company, leverage the unique selling proposition of personalized gifts, grow brand awareness and drive sales while targeting a millennial audience. From concept to tagline to storyboard to prop creation to complete omnichannel copy execution, I crafted and spearheaded the “The Best Gifts Are Still the Ones You Create” campaign. The campaign invoked the nostalgia of childhood homemade gifts and presented an upgraded way to carry on the tradition. Advertised across streaming services, U.S. radio, relevant websites, social media, email, a nationwide direct mail trifold, and all storefronts, the campaign struck a fresh, fun, trend-right yet tender tone, and most importantly highlighted the importance of the gifting personal touch only Things Remembered can facilitate.

The result: a meaningful and measurable increase in brand awareness, even better, a profitable sales campaign, and the best part, a new company tagline integrated into future evergreen marketing.

RADIO

30-Second Script: It all started with the pasta necklace. [SLIGHT PAUSE] Then, the construction-paper coupon book. [SLIGHT PAUSE] And who can forget the homemade change purse? [FULL BREATH, START OF MUSIC] Here at Things Remembered, we know the best gifts are still the ones you create. And this Mother’s Day, that doesn’t change just because you’ve grown up. [SLIGHT PAUSE] This year, let us help you continue the tradition of the perfect Mother’s Day gift with favorites picked just for your mom and personalized only by you. With the clock ticking on May fourteenth, shop twenty-four-seven on Things Remembered dot com or visit a Things Remembered store near you.

60-Second Script: Here at Things Remembered, we know the best gifts are still the ones you create. And this Mother’s Day, that doesn’t change just because you’ve grown up. [SLIGHT PAUSE] Well, some things do change. Like trading multi-colored pasta for sterling silver pendants. This year, let us help you continue the tradition of the perfect Mother’s Day gift with favorites picked just for your mom and personalized only by you. Shop twenty-four-seven on Things Remembered dot com, or visit any one of our four-hundred-plus Things Remembered retail locations. And whether you shop online or stop by a store, create the gift, personalize it and wrap up Mother’s Day gifting in as little as four hours—quicker than one of those classic craft sessions, right? [SLIGHT PAUSE] With the clock ticking on May fourteenth, visit Things Remembered dot com for inspiration, or talk to one of our personalization experts at a store near you.

Creative Director: Andy Kinnisten     Copywriter: Sean Rosenberg     Photographer: Ryan Phillips     Graphic Designer: Jen Langman      

Video Production Studio: Super 77