The Body Shop Asks Consumers to Say #Dear Mum

The Body Shop has always been a fun and cheeky brand, and this year in the UK it decided to give Mother’s Day (Sunday 30 March) a different spin.

After an office brainstorm the UK team launched a social media campaign and online video allowing consumers to share personal memories of time spent with their mums.

“When brainstorming about it in the office, it emerged that lots of us had little confessions we had never told our mums, like something we broke and blamed the dog/sibling for, or the mystery over how a certain stain appeared on mum’s favourite dress,” says Rowan Stanfield, UK social media manager at The Body Shop.

“So we came up with #DearMum as a concept, and decided to ask our customers and fans to share their confessions with us (and their mums) as well.”  

The main vehicle for the campaign has been the film which shows one woman’s memories of Mother’s Day over the years, but consumers were also invited to share comments about their mum on Twitter using the #DearMum hashtag.

You can see some of the memories that were shared here