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Mothers Day

Canary is an established and recognized smart home security brand that targets many audiences. Every year, Canary runs a promotion specifically targeted at parents during Mother’s Day, and as part of its ongoing brief as its AOR, tasked Diffusion with creatively bringing the campaign to life.

Insight & Idea

Diffusion knew it would be difficult to cut through the noise during Mother’s Day, especially given that a security camera is not a traditional mother’s day gift. To gain mindshare and further align the Canary brand with families and parents, Diffusion created the “Amazing Super-Mom” video using Canary’s unique ability to capture and archive precious and important moments in families’ lives.

We sourced three moms-to-be all giving birth prior to Mother’s Day, outfitted their homes with Canary cameras, and then filmed 24/7 for three weeks what it’s really like to be home with a new baby. The footage was then edited and compiled into a :30 and :60 video used for PR and social media promotion – demonstrating that Canary intimately understood what it’s like to be a new mother, and how the camera itself could capture not just your anxieties – but your precious first moments.

Impact & Action

The video aligned the Canary brand with Mother’s Day and furthered its message of being “more than a traditional security solution,” with earned media placements in publications like PureWow, Parents Magazine, Scary Mommy and more.

The campaign generated more than 23M+ unique impressions, with Canary reporting a 50 percent uplift in device sales. The campaign also won a PRSA Big Apple Award.

The Metrics

Increase in Sales
Unique impressions
Positive sentiment
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