How we put care for parents back at the heart of Mothercare

Mothercare, a children's clothing and products retailer, increased sales in the UK by launching a campaign that celebrated new parents and showed an honest portrayal of motherhood.

Campaign details

Brand: MothercareClient: MothercareAgency: mcgarrybowen

Summary

This is a paper about how strategy can make a difference.

How it took Mothercare, a brand staring into the abyss, and gave them a new positive outlook. It gave them a reason to exist and a credible point of view that enabled them to smash taboos and push culture forward.

It demonstrates that strategic thinking inspired every aspect of the process - from briefs that inspired powerful creative ideas to defining a new executional approach, and even impacted on internal culture at Mothercare.

Most importantly, it is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands