Show some love to mum: How Indomie created an unforgettable Mother’s Day campaign
At Indomie, mothers have always held a special place in our hearts. Year after year, we’ve dedicated our Mother’s Day celebrations to appreciating the strength, love, and sacrifices of these remarkable women.
But this year, we set out to do more, to move beyond tradition and
created something unforgettable.
We asked ourselves: What would make Mother’s Day truly special for Nigerian mums in today’s world?
The answer came from an unexpected insight, the sheer joy people feel when a celebrity
acknowledges them online. We’ve all seen the excited tweets, the tearful reactions, the screenshots saved for a lifetime.
To show some love to mum, Indomie created an unforgettable Mother’s Day campaign with Nigeria’s first AI personalised celebrity video
it is a powerful moment. And we thought, what if we could givem others that feeling? That question sparked the creation of our most innovative Mother’s Day campaign yet, “Show Some Love to Mum.”
To bring this vision to life, we knew we needed to blend deep emotional resonance with cutting-edge technology. Our research confirmed that Nigerian mums adore their favourite
celebrities, yet access to them remains a distant dream. So, we decided to bridge that gap, not with traditional means, but through innovation.
We devised a bold idea: to deliver personalized video messages from beloved Nigerian celebrities directly to mothers across the country.
Shravan Kumar, the Marketing Manager, Indomie Nigeria, emphasized the brand’s long-standing commitment to celebrating mothers as the heartbeat of Nigerian households.
“As a brand that prioritizes strengthening the bond between mother and child, every year, we go the extra mile tobshow love to mothers in unique and heartfelt ways.
This year, we decided to go even further, combining innovation and emotional connection to give mums an experience they truly deserve.”
Using state-of-the-art generative AI, we created incredible videos from three of Nigeria’s cherished celebrities; Shaffy Bello, Bimbo Ademoye, and Asherkine, each of which is catering to the different age groups of our target audience.
We trained models with Nigerian voices, slang, and names in Yoruba, Igbo, and Hausa, so the messages felt real, familiar, and truly local.
With a few clicks on https://showsomelovetomum.indomie.ng/ each participant had the chance
to choose a celebrity their mum loves, and personalize it with their name and their mother’s name.
In just 3 to 5 minutes, a fully customized, heartfelt video was delivered, creating a moment of magic among mothers, their child and their favourite stars.
The response was overwhelming. Mothers across Nigeria received these special videos, they felt honoured and this put a smile on their faces. In 3 days, the campaign reached more than 28
million people online, over 350,000 users engaged with the platform and over 150,000 unique
personalized videos were generated.
Beyond the numbers, the emotional impact is immeasurable. Our audience took to social media, sharing how they feel celebrating their mums in a whole new way and their mother’s reaction. What started as a tech-powered campaign became a deeply personal experience that strengthened bond and sparked joy.
“My mum and I adore Shaffy Bello,” said Precious Adebayo, a participant. “Getting that
personalized message made our day and gave us a memory we’ll cherish forever.”
Vivian Oduwole, who picked Bimbo Ademoye, shared, “My mum cried when she heard the message. It wasn’t just a greeting, it was a beautiful gift.”
“This wasn’t just another digital campaign, we set out to create a digital experience that sparked
real emotional connections. From marketing automation on Meta to rich media/display ads, a
24-hour X takeover, and influencer-led promotions, every touchpoint was strategically designed for impact. It was personalized marketing at scale and we’re proud to have delivered a truly unforgettable experience.”
Rahmotallahi Folashade Adeniyi, Digital Marketing Manager,Indomie noted that, “Beyond the digital sphere, we hosted a two-day on-ground event at Ikeja City Mall on March 29th and 30th.
It was a vibrant celebration of motherhood filled with a 360° photo booth form memory-making, relaxation zones and massage stations for pampering, sip and paint sessions, curated goody bags for every mother, and celebrity meet-and-greets for real-life connection
RECOMMENDED ARTICLES
Comment
No comments found.