We didn’t want Moonpig to be yet another brand telling caring stories. So we decided to make it the brand that actually gives people tangible ways to show they care more. We did it via promotions, for example by offering discounts on large and giant cards for Valentine’s Day, because ‘the bigger the card, the bigger the love’.

We did it by giving the brand’s media space up to real people for Mother’s Day, so sons and daughters could go on TV to share their love with their mums. And, for Father’s Day, we gave media space to fathers, so they could share emotional stories about fatherhood. We then invited people to tell their fathers how much they care.

The campaign delivered above target, achieving a +15% year on year sales increase.