Mom, mommy, momhê, mommy, mommy. There are many names and ways of being a mother, and countless emotions awakened by that word. In order to welcome and support the different ways of exercising motherhood, the Ashua Curve & Plus Size presents the campaign The beauty of being a mother, honoring women for the unique way that each one has to live this experience. Between April 25th and May 14th, the brand will launch a set of actions that include testimonials in video and shooting starring the influencer Mari Lobo (@lobomari) with her sister, mother and grandmother, in addition to a liveshop and activations on social networks, led by a team of creators brand partners.
Seeking to explore the diversity of names, ways and feelings associated with the word mother, Ashua’s communications to celebrate the date will adopt different expressions, such as mami, mãinha,mãezoca, manhê and mama. In Salvador and Recife, for example, the campaign signs in physical stores will all have the word ‘Mommy‘, in a special tribute to Northeastern mothers.
O shooting, starring content creator Mari Lobo (@lobomari) and her family, translates the emotion of the bond between mothers and children, presenting the new Ashua collection. The production records the connection and affection between the influencer, her sister, mother and grandmother. On May 4th, starting at 8pm, a special Mother’s Day liveshop, with influencer Gabriela Berri (@gabiberri), will present the main bets and gift tips to honor all mothers’ profiles on their day. The transmission will take place on the Renner website and app.
Throughout the campaign period, a squad of influencers will move Ashua’s social networks, encouraging the public to interact and give gifts to their mothers. Among the names of the creators are Bell Rocha (@bell_rocha), Gabriela Berri (@gabiberri), Gabriela Pereira (@oplusdagabi) Camila Cura (@camilacura), Carla Ortiz (@carla_ortiz) and Lilla Marinho (@lilla.marinho).
To close the set of activations with all the feelings that this date awakens, the brand produced a special video that will delve into the roller coaster of emotions and feelings that involve raising children, based on testimonials from the influencer Mari Lobo and her family members. The production will be broadcast on Ashua’s social networks on Mother’s Day itself, which this year is celebrated on May 14th.
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