Joe Fresh: Marketing Fashion for Canadian Families Case Study


Ehm & Co is proud to have an ongoing relationship with one of the most accessible and innovative Canadian fashion brands, Joe Fresh.  Our partnership with Joe Fresh continues to grow, having worked together for over three years and as many campaigns.

Joe Fresh approached Ehm & Co-publisher of YMC – to craft a multi-channel marketing strategy because of our extensive expertise with the Canadian mom market. All Joe Fresh campaign elements were crafted with a key marketing insight – Canadian millennial moms see themselves as more than somebody’s mom. Our campaign spoke to the woman in every mom. This strategy came to life in our co-branded experiential shopping events, FB live videos, social activity and our branded content for the program. As a strategic partner, Ehm& Co and YMC have been able to bring Joe Fresh a deeper understanding of the unique purchase journey of moms and the bridge between online and offline first-person product recommendations.

The campaign generated a high level of engagement with women in our community. The results speak for themselves. We had over 3,200 unique participants in our Mother’s Day and Happy Camper social contests and generated 8,000+ social posts from micro-influencers. Our experiential shopping events get moms in-store and boost sales, with most shoppers spending 3x the amount of the gift cards they receive at the event. Estimated potential impressions across channels for the campaign were over 11 MM and 22,000+ social engagements from our readers and community members.

Here’s a detailed look at the campaign


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