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#RetailEXPO19: Moonpig places emotion at centre of brand refurb

Moonpig has bolstered brand consideration by 5% only three months after launching a new brand proposition centred around emotion, according to Moonpig brand director Jo McClintock.

The greeting cards and gifts company refurbished proposition is to ‘unleash the caring instinct and cultivate the caring habit’ and has come about after research based on behavioural science and cultural and societal studies.

Speaking at RetailEXPO in London, McClintock said: “This idea that emotion has been separated from occasions has come from a great deal of research.

“We are in the middle of a refurb about who we are, and it is about the fundamentals of our brand proposition and asking really hard and deep soul searching questions.”

Moonpig has recently explored pushing boundaries on social media by going beyond talking about cards and occasions, and focusing on growing its likeability and relevance.

This included an infamous tweet imploring people to ‘please stop uploading pics of your genitals to our cards it is against our ts and cs’.

The tweet received 93,000 likes and 34,000 retweets, along with over 500 pieces of press coverage.

Moonpig has also teamed up with sex toy company Lovehoney and supported the partnership with an innuendo-laden campaign called ‘the joy of giving’.

This marketing activity is part of a strategy to “stretch all levels of emotions”.

McClintock advises brands to not do social for the sake of it, but to focus on content that delivers engagement through great content.

She believes engagement is key, while the size of a social media following is a vanity metric.

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