Mamas & Papas partners with Uber for #MandPNightOff Christmas push as it turns focus to social
Mamas & Papas has kicked off its new social strategy with a Christmas campaign centred around the importance of 'me-time' for new parents.
#MandPNightOff is the brand's first social push from newly appointed agency Stereo, which has been briefed with creating fresh social and online content for the retailer.
The initiative encourages customers to share free Babysitting vouchers with friends and loved ones and is built around the insight that one of the best things new parents can get for Christmas is a night to themselves.
A partnership with Uber will also see the brand offer mums and dads a free £15 car ride to make the most of their night off.
A series of social films have been created to drive engamgent, alongside sharable graphics asking real parents 'What would you do with a night off?' to encourage discussion on Facebook and Instagram.
The campaign marks a shift in Mamas & Papas social strategy which it has said will undergo some "exciting changes" in 2016.
Stereo’s Founding Partner, Andy Duff said: “Mamas & Papas approach to social content is focused on keeping it relevant to millennial parents.
"Maintaining cut through in today's saturated social channels is increasingly difficult, so it’s more important than ever to build content that benefits the consumer," he added.