iRobot wanted to convince online shoppers that they should get mom a Roomba vacuum cleaning robot for Mother's Day. But in a $20B online market around the holiday, how could they break through?
Noting the saccharine sentiments too many brands say about moms, we decided to inject a dose of reality. So we actually asked moms what they wanted to hear most from their kids on Mother’s Day. It was unanimous: forget the flowery phrases and tell your mom that you’re #Sorry4TheMess.
The social media campaign eclipsed all other iRobot marketing efforts combined and returned in 2016.