Case Study
MTN: #Y'elloRoses
A Mother's Day campaign that went to the streets — surprising mothers with yellow flowers, gifts, and cash via MTN MoMo. A moment of appreciation and a live product demo, all at once.
Featured work
01
The Brief
MTN wanted a Mother's Day brand moment that also drove MoMo account acquisition. Their target KPI was social reach. We focused the campaign in Lagos across neighborhoods chosen for the specific demographic MTN wanted to reach.
02
Our Approach
#Y'elloRoses was the concept MTN brought us. Our decisions were on the ground: which influencers, which neighborhoods, and how the moment played out.
We picked two Lagos-based creators with real street credibility. The neighborhoods we chose weren't the obvious ones — the point was to bring a Mother's Day experience to mothers who wouldn't otherwise be celebrated. The moments were unscripted. The influencers walked into the street to share joy, and we captured what actually happened.
03
Execution
We surprised around ten mothers across multiple days in Lagos. The mechanic was simple: influencer approaches a mother, gets her talking about Mother's Day, and then presents her with yellow flowers, gifts, and a cash gift delivered via MTN MoMo. Recipients opened a MoMo account on the spot to receive the cash — turning the surprise into both a moment and a live product demo.
The resulting content was cross-posted on both the influencers' channels and MTN's own social channels.
04
The Result
The campaign generated strong content reach with substantial organic engagement — a Mother's Day moment that landed as warm and unexpected, both for the mothers involved and the audiences who watched it unfold.