Set El-Habayeb
“Everyday is Mother’s Day”
The Results
+783K
Impressions
+215%
Media Views
+90%
Positive Sentiment
The Challenge
For BabyJoy’s Set El Habayeb campaign was to move beyond the conventional oneday celebration of Mother’s Day and create a movement that celebrated motherhood every single day.
The brand needed to emotionally reconnect with mothers while also engaging families and younger audiences in a way that felt heartfelt, relatable, and shareable to pave the way for the brand claim being “Motherhood Starts with BabyJoy”
Our Strategy
An insight-driven approach to celebrate Mother’s Day after the occasion, reframing resonating كل يوم عيدك يا أمي be to narrative the deeply with both new and expecting mothers, reinforcing BabyJoy’s emotional connection while strengthening brand equity through empathy and authenticity.
The Execution
A cinematic narrative celebrated the quiet, everyday acts of motherhood — from first feedings to sleepless nights — tying back to BabyJoy as a brand that understands and supports moms through it all.
Bite-sized edits optimized for Reels, Stories, and YouTube Shorts carried forward the emotional theme with powerful soundbites and mother–child moments & mothers and creators organically shared the content, amplifying authenticity and contributing to overwhelmingly.
This counterintuitive launch timing amplified emotional impact and conversation value, positioning BabyJoy as genuinely thoughtful, not opportunistic.