celebrating mums as the new tech experts on Mother’s Day.

appgallery:
‘mums level up’

Art Direction - Social campaign - Graphic Design

During the global pandemic, digital technology and apps helped us navigate everything from grocery shopping to at-home entertainment. Most notably, usage increased amongst generations prior to Millennials, including a spike in app downloads. Digital savviness was no longer reserved for the under 40s. For AppGallery’s Mother’s Day, we turned expectations on its head.

We entertained AppGallery’s tech-savvy audience and celebrated their mums across their global social media channels whilst bringing in app partners from Bolt to booking.com. In a humorous content series we depicted mums winning in the digital space (using AppGallery apps of course), even throwing shade at their kids in some cases. That TikTok you just sent her? Soooo 3 weeks ago.

This global campaign drove a 30% increase in impressions, and exceeded average engagement rates.

Role: Art Director & Designer
Agency: Grayling