What’s in the bag of a Comami?
The objective of the campaign was to position the profile of the woman (and mother) user of CoFamily.
“She is a woman who wants to take care of herself, her well-being, although with little time. She is a happy, optimistic, committed woman, a friend of her friends and full of ideas”
We wanted to call the woman who exists much beyond the fact of being a mother. And we achieve this through the choice of products inside the bag.
The strategy was to work with brands where their values were aligned with those of CoFamily. For example, the water bottle is made of glass, calling for people to be more environmentally conscious, or the notebook, made by an artisan from Granada (promoting local commerce) with recycled sheets.
We communicated through all the brand’s channels, but for promotion we chose Instagram. Through a mother influencer (Barcelona) she helped gain more followers for CoFamily, raffling off 3 CoFamily bags.