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Telkom : Mama's Call Mother's Day Campaign

Develop a Mother’s Day social media campaign for Telkom that avoids the typical "retail rush" clutter and focuses instead on "human feelings". The campaign required a fresh, new concept that would run across all social platforms (FB, IG, X) for the entire month of May.

Client

Telkom

Year

2025

Research

Strategic Insight: Research confirmed that successful retail marketing for Mother’s Day must balance "human feelings" with commercial goals. The strategy prioritized emotional storytelling to build brand loyalty over hard selling in a highly competitive retail environment.

Audience Focus: Content was centered on the universal South African experience of communicating with a mother figure, acknowledging the consumer reality of needing value-based messaging.
Visual Direction: A decision was made to avoid stock photography, instead opting for a candid, documentary-style visual language with warm, golden tones. This was explicitly chosen to align with the "digital and deeply human" aspect of Telkom’s contemporary brand identity.
Inclusivity Mandate: The visual treatment was designed to be multi-generational and inclusive, celebrating all mother figures and reflecting the diversity of South African families.

Audience Focus: Content was centered on the universal South African experience of communicating with a mother figure, acknowledging the consumer reality of needing value-based messaging.
Visual Direction: A decision was made to avoid stock photography, instead opting for a candid, documentary-style visual language with warm, golden tones. This was explicitly chosen to align with the "digital and deeply human" aspect of Telkom’s contemporary brand identity.
Inclusivity Mandate: The visual treatment was designed to be multi-generational and inclusive, celebrating all mother figures and reflecting the diversity of South African families.

Research

Audience Focus: Content was centered on the universal South African experience of communicating with a mother figure, acknowledging the consumer reality of needing value-based messaging.
Visual Direction: A decision was made to avoid stock photography, instead opting for a candid, documentary-style visual language with warm, golden tones. This was explicitly chosen to align with the "digital and deeply human" aspect of Telkom’s contemporary brand identity.
Inclusivity Mandate: The visual treatment was designed to be multi-generational and inclusive, celebrating all mother figures and reflecting the diversity of South African families.

Design

Visual Treatment: Implemented a sophisticated visual identity using a warm, cinematic color palette (golden and earthy tones) and natural lighting, contrasting with the cold aesthetic often associated with technology brands.

Multi-Format Adaptation: Designed assets to maximize attention and engagement across all platforms:
- Main Feed: Used high-impact, emotionally driven static images (like the porch swing scene) to tell a profound story.
- Stories/Reels: Developed concepts for vertical short-form video (e.g., "A Son's Tribute" and "The Generations" storyboards) and animated static posts with sound and minimal motion, ensuring maximum attention in the Stories environment.
UGC Strategy: Art directed the UGC concept to feel raw and authentic, encouraging user participation with action-oriented captions and making the audience an active part of the campaign.

Multi-Format Adaptation: Designed assets to maximize attention and engagement across all platforms:
- Main Feed: Used high-impact, emotionally driven static images (like the porch swing scene) to tell a profound story.
- Stories/Reels: Developed concepts for vertical short-form video (e.g., "A Son's Tribute" and "The Generations" storyboards) and animated static posts with sound and minimal motion, ensuring maximum attention in the Stories environment.
UGC Strategy: Art directed the UGC concept to feel raw and authentic, encouraging user participation with action-oriented captions and making the audience an active part of the campaign.

Design

Multi-Format Adaptation: Designed assets to maximize attention and engagement across all platforms:
- Main Feed: Used high-impact, emotionally driven static images (like the porch swing scene) to tell a profound story.
- Stories/Reels: Developed concepts for vertical short-form video (e.g., "A Son's Tribute" and "The Generations" storyboards) and animated static posts with sound and minimal motion, ensuring maximum attention in the Stories environment.
UGC Strategy: Art directed the UGC concept to feel raw and authentic, encouraging user participation with action-oriented captions and making the audience an active part of the campaign.

Development

Workflow: The campaign was structured into sequential creative phases for efficient rollout across the entire month of May:

Phase 1 (May 1st): Teaser posts to build anticipation (e.g., the animated "Missed Call" sequence).
Phase 2 (Mother's Day, May 12th): Emotional peak content (the main "Mama's Call" tribute image/video).
Phase 3 (Post-May 14th): UGC content sharing and generic, versatile creative to run in parallel with the Mother's Day look and feel, ensuring content longevity.

Outcome: Provided a comprehensive, strategically justified, and emotionally powerful creative package that was highly adaptable for execution across Telkom's consumer channels (no paid or dark posts).

Workflow: The campaign was structured into sequential creative phases for efficient rollout across the entire month of May:

Phase 1 (May 1st): Teaser posts to build anticipation (e.g., the animated "Missed Call" sequence).
Phase 2 (Mother's Day, May 12th): Emotional peak content (the main "Mama's Call" tribute image/video).
Phase 3 (Post-May 14th): UGC content sharing and generic, versatile creative to run in parallel with the Mother's Day look and feel, ensuring content longevity.

Outcome: Provided a comprehensive, strategically justified, and emotionally powerful creative package that was highly adaptable for execution across Telkom's consumer channels (no paid or dark posts).

Development

Workflow: The campaign was structured into sequential creative phases for efficient rollout across the entire month of May:

Phase 1 (May 1st): Teaser posts to build anticipation (e.g., the animated "Missed Call" sequence).
Phase 2 (Mother's Day, May 12th): Emotional peak content (the main "Mama's Call" tribute image/video).
Phase 3 (Post-May 14th): UGC content sharing and generic, versatile creative to run in parallel with the Mother's Day look and feel, ensuring content longevity.

Outcome: Provided a comprehensive, strategically justified, and emotionally powerful creative package that was highly adaptable for execution across Telkom's consumer channels (no paid or dark posts).

Concept

The Challenge: Develop a Mother’s Day social media campaign for Telkom that avoids the typical "retail rush" clutter and focuses instead on "human feelings". The campaign required a fresh, new concept that would run across all social platforms (FB, IG, X) for the entire month of May.

The Golden Thread: "Mama's Call." The core idea was that Telkom's network is not just about data, but the invisible thread that enables the most important connection of all: the sound of a mother's voice. The campaign positioned connectivity as the facilitator of emotional support and unconditional love.
Key Deliverable: A unified creative concept and visual treatment for competition promotion (Spa Vouchers, 50GB data) without featuring any product in the creative assets.

The Golden Thread: "Mama's Call." The core idea was that Telkom's network is not just about data, but the invisible thread that enables the most important connection of all: the sound of a mother's voice. The campaign positioned connectivity as the facilitator of emotional support and unconditional love.
Key Deliverable: A unified creative concept and visual treatment for competition promotion (Spa Vouchers, 50GB data) without featuring any product in the creative assets.

Concept

The Golden Thread: "Mama's Call." The core idea was that Telkom's network is not just about data, but the invisible thread that enables the most important connection of all: the sound of a mother's voice. The campaign positioned connectivity as the facilitator of emotional support and unconditional love.
Key Deliverable: A unified creative concept and visual treatment for competition promotion (Spa Vouchers, 50GB data) without featuring any product in the creative assets.