Plum's new campaign gets 33.1k impressions with 270+ participants

Plum, India’s leading 100% vegan, clean beauty brand celebrated Mother’s Day with a unique twist in its narrative, wherein plumsters (plum followers) were invited to acknowledge and applaud women in their life who have been that motherly figure, shadowing them with unconditional tender loving care just #likeamother. The brand gave its followers a chance to open up, reminiscence, and share some humorous yet beautiful #likeamother moments experienced with a friend, colleague or sister. The campaign generated an overwhelming response and garnered over 270+ entries, resulting in almost 5500 engagement stamps and over 3,31,000 impressions.

Every woman has that innate motherly instinct to protect and care for her own and this deeply rooted ‘be good’ nature perfectly binds with the brand’s purpose to add goodness to the world through its thoughts and actions. Stemming from this thought, the brand introduced the #likeamother campaign to celebrate and encourage such strong and instinctive nature in every woman.

The campaign gave plumsters a chance to celebrate their girlfriends, colleagues, sisters or even female partners who have always been their safe space, their sounding board and a voice of wisdom when they needed it the most. Right from the 5-minute TedTalk from a best friend before exams to the moments of ‘text me when you get home’, their family of followers shared it all. To sweeten the deal with a dose of goodness, the most interesting entries won a hamper of plum goodies too!  

To round off the campaign, the brand also engaged with its fellow employees who shared stories of their work moms who constantly guided them through their personal and professional journey at Plum.