ARGOS: Celebrating MOGS (Mums of the Group)

ARGOS tasked us with driving consideration of the range of gifts available at Argos this Mother’s Day.

Our response

We flipped the Mother’s Day narrative on its head to create our own equally special version of Mother’s Day.

A day that played to our younger audience and celebrated the unsung heroes amongst their friends – the ‘Mums of the Group’ AKA The MOGS.

Argos declared Saturday 18th March officially MOGer’s Day, promoting it across social channels that linked to a specially curated MOG Gift Guide on the Argos website.

Alongside earned outreach to deliver the story to key media titles, we collaborated with cult Instagram account Hunsnet (226K IG followers)and influencer Monica Geldart (84.8K IG followers) to create original content.


By tapping into our audience’s favourite comedy profiles, we generated over 196,000 views and smashed the average engagement rates of both pages.

The MOG Hunsnet meme – a play on the iconic “You’re not my mutha” scene from EastEnders, outperformed predicted reach by 165%.

Meanwhile Monica’s reel performed at 3.4% above the standard engagement rate for sponsored posts.

Our comments sections were buzzing, we had over 500 nominations from people wanting to celebrate the special MOGS in their lives.