On BG-Mamma, your message reaches an active audience that values family traditions while adding a modern and creative twist.
With such an engaged community, we built a strong connection during the Easter campaign “Easter for Rebels”, carried out in spring 2025 in partnership with Kolichka.bg.
Campaign Objectives
The primary objective was to establish Kolichka.bg as the leading online shopping platform for Easter among young families and households. At its core was the creation of an active and engaged community through an interactive game based on user-generated content – recipes, photos, and festive ideas.
By combining tradition with innovation under the motto “Easter for Rebels”, the campaign inspired users to share recipes, photos, and decoration ideas, while also giving them the chance to enter a raffle and win attractive prizes.
Strategy and Highlights
- Themed publication on the BG-Mamma platform
- Product promotions and offers for the festive table
- Direct interaction with the brand through personal stories and user experiences
- Involvement of an influential community member (big_bad_mama), who shared a detailed, personal story about shopping via the Kolichka.bg mobile app – highlighting convenience, product freshness, and fast delivery
- Rewards for participants
Results
- Highly engaged audience and active feedback: 352 comments with recipes, personal photos, and decorations
- 9,381 views of the campaign thread during the active period
- Strengthened brand visibility among the target audience (young families and households)
- Reinforced trust through positive user experience
The campaign skillfully combined the functional benefits of online shopping with the emotional value of the holiday experience. By boldly intertwining tradition and a contemporary approach, it not only captured attention but also boosted engagement and strengthened brand loyalty.