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Mother's Day Campaign

Campaign HIGH 2026-04-27 Unassigned Overdue
0/5 approved 0%

Objective

KEY REVENUE CAMPAIGN: Sun 10 May. Two-week campaign starting Mon 27 Apr. Focus on GIL+ gift memberships, digital gift cards, and seed packs.

Campaign Notes

0

Channel Strategy

Email

Gift guide (Mon 27 Apr). Reminder (Mon 5 May). Last-minute digital gift card (Sat 9 May).

Social

'What mum taught me about growing' UGC series (week 1). Gift ideas with memberships and seed packs (week 2).

Meta Ads

Gift membership campaign targeting adult children. Retargeting gift card ads in final week. Increase budget.

Mother’s Day Campaign

Type: Campaign | Priority: HIGH | Starts: Mon 27 Apr 2026 | Mother’s Day: Sun 10 May

Campaign Structure

Week 1 (27 Apr – 3 May): Awareness and engagement. UGC social series, gift guide EDM, early-bird ads. Week 2 (4 – 10 May): Conversion and urgency. Reminder EDM, last-minute gift card push, increased ad spend.

Channel Strategy

Email:

  • Mon 27 Apr — Gift guide: GIL+ memberships as a gift, seed packs, digital gift cards
  • Mon 5 May — Reminder: Mother’s Day is Sunday, highlight gift memberships and instant gift cards
  • Sat 9 May — Last-minute: Digital gift card push (instant delivery, no shipping needed)

Social (organic):

  • Week 1 — ‘What mum taught me about growing’ UGC series (Instagram + Facebook). Community engagement, tag and share.
  • Week 2 — Gift-focused posts: GIL+ membership as a year of growing, seed pack ideas for mum, gift card convenience.

Meta Ads:

  • Week 1 — Gift membership awareness. Target: adults 25-55, interests in gardening + gifting. Creative: “Give mum a year of growing.”
  • Week 2 — Retargeting + gift card urgency. Increase budget. Creative: “Still need a gift? Instant delivery.”
  • Digital gift cards (instant delivery)
  • GIL+ Base annual ($99/yr, 30-day free trial)
  • GIL+ Base monthly ($10/mo)
  • GIL+ Grower ($169/yr)
  • GIL+ Pro ($249/yr)
  • Rainbow Range heirloom seed packs ($5.95 each, 20 varieties)

Key Messages

  • A GIL+ membership is a gift that keeps giving — quarterly seed deliveries, growing guides, and shop discounts all year
  • Digital gift cards are the perfect last-minute option — instant delivery, she picks what she wants
  • Seed packs make a thoughtful small gift or stocking stuffer alongside a card
  • 30-day free trial on annual plans means she can try before committing

Notes

KEY REVENUE CAMPAIGN: Sun 10 May. Bundles not available — campaign focuses on subscriptions, gift cards, and seed packs.

Deliverables

5 items New deliverable

Email Deliverables

3
Mother's Day Gift Guide — Mon 27 Apr
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Subject Line
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The Mother's Day gift guide is here
Preview Text
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Give mum a year of growing -- memberships, seed packs, and instant gift cards.
Body

Hey {{first_name}},
Mother's Day is Sunday 10 May and we've pulled together a gift guide for the mum who loves to grow -- or the mum you'd love to get started.
Here are our top picks:
GIL+ Membership -- Give Her a Year of Growing
Quarterly heirloom seed deliveries, expert growing guides, workshops, and shop discounts all year long. Three tiers to choose from:

  • GIL+ Base: $99/yr or $10/mo
  • GIL+ Grower: $169/yr (more seeds, more content)
  • GIL+ Pro: $249/yr (everything, plus 20% off the shop)
    Annual plans come with a 30-day free trial.
    Rainbow Range Seed Packs -- $5.95 each
    20 heirloom varieties to choose from. Pick a few of her favourites or put together your own custom collection. A thoughtful add-on to any gift.
    Digital Gift Card -- Instant Delivery
    Not sure what she'd love most? A GIL gift card lets her choose. Delivered instantly to her inbox -- perfect if you want her to pick exactly what she wants.
    [Shop the Mother's Day Gift Guide]
    Happy growing,
    The Grow It Local Team
Comments
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Gifts for the mum who loves to grow
Preview Text
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Memberships, heirloom seeds, and instant gift cards -- sorted before Sunday 10 May.
Body

Hey {{first_name}},
Mother's Day is coming up (Sunday 10 May), and if your mum has ever picked a tomato from the garden and called it "better than anything from the shops," we've got a few ideas for you.
We've put together a gift guide with presents that actually get used -- no dusty candles, no bath bombs gathering cobwebs.
For the mum who'd love seeds turning up at her door:
A GIL+ membership. Quarterly heirloom seed deliveries, expert growing guides, and member discounts. Base starts at $99/yr with a 30-day free trial. Grower ($169/yr) and Pro ($249/yr) tiers available for the serious grower.
For the mum who knows exactly what she wants to plant:
Rainbow Range heirloom seed packs -- $5.95 each, 20 varieties. Pick her favourites or let her choose.
Not sure what she'd pick?
A GIL digital gift card is delivered instantly to her inbox. She chooses what she wants. No guessing required.
[Shop the Mother's Day Gift Guide]
Happy growing,
The Grow It Local Team

Comments
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Subject Line
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Two weeks to sort Mother's Day
Preview Text
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GIL+ memberships, heirloom seed packs, and instant gift cards -- all sorted.
Body

Hey {{first_name}},
Mother's Day is Sunday 10 May -- you've got two weeks to sort a gift, and we've made it easy.
Every gift in the guide is something mum can actually use in her garden or kitchen. Here's the short list:

  • GIL+ Membership (from $99/yr) -- Quarterly heirloom seed deliveries, growing guides, and member discounts all year. Includes a 30-day free trial on annual plans. Three tiers: Base, Grower ($169/yr), and Pro ($249/yr).
  • Rainbow Range Seed Packs ($5.95 each) -- 20 heirloom varieties. Pick a few she'll love or let her choose.
  • Digital Gift Card -- Instant delivery to her inbox. She picks what she wants to grow.
    A GIL+ membership is the gift that keeps growing -- seeds at her door every quarter, expert content to help her along the way, and discounts on everything in the shop.
    [Shop the Mother's Day Gift Guide]
    Happy growing,
    The Grow It Local Team
Comments
Last-Minute Mother's Day — Sat 9 May
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Last-minute gift? We've got you
Preview Text
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Digital gift cards delivered instantly -- mum picks her own garden goodies tomorrow.
Body

Hey {{first_name}},
Mother's Day is tomorrow and if you're reading this thinking "I still need a gift" -- you're in the right place.
GIL digital gift cards are delivered straight to her inbox, instantly. She can use them to pick up a GIL+ membership, choose from our Rainbow Range heirloom seed packs, or shop anything else she fancies. No shipping, no waiting, no awkward "it's on its way" conversations over brunch.
You can also gift a GIL+ membership directly -- quarterly heirloom seed deliveries, expert guides, and member discounts. Plans start at $99/yr with a 30-day free trial.
It takes about two minutes. Honestly, you'll spend more time choosing the card message.
[Send a Digital Gift Card]
Happy growing,
The Grow It Local Team

Comments
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Still need something for mum?
Preview Text
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Instant digital gift cards -- no shipping, no stress, delivered to her inbox right now.
Body

Hey {{first_name}},
Mother's Day is tomorrow. If you're still figuring out a gift, here's the easiest option we can offer: a GIL digital gift card.
It's delivered instantly to her inbox. She can use it on heirloom seed packs ($5.95 each, 20 varieties), a GIL+ membership, or anything else in the shop -- whatever she's into.
No shipping. No waiting. No "I promise it's coming" at brunch.
If you'd rather give something more specific, you can also gift a GIL+ membership directly. Quarterly heirloom seed deliveries from our Rainbow Range, expert growing guides, and 15% off the shop. Plans start at $99/yr.
Either way, you're sorted in under two minutes.
[Send a Digital Gift Card]
Happy growing,
The Grow It Local Team

Comments
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Subject Line
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Two minutes to sort Mother's Day
Preview Text
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GIL gift cards land in her inbox instantly. She picks what she wants to grow.
Body

Hey {{first_name}},
Tomorrow is Mother's Day, and if you're reading this, you probably need a plan.
Good news: GIL digital gift cards are instant. Pick an amount, add a personal message, and it lands in mum's inbox before you've finished your coffee. She gets to choose exactly what she wants -- heirloom seed packs, a GIL+ membership, or anything else she'd love to grow.
And if mum's the kind who'd love the surprise of seeds turning up at her door every quarter, you can gift a GIL+ membership directly. Plans start at $99/yr with a 30-day free trial, and she'll get quarterly heirloom seed deliveries plus member discounts.
No wrapping paper. No postage stress. Just a thoughtful gift that keeps growing.
[Send a Digital Gift Card]
Happy growing,
The Grow It Local Team

Comments
Mother's Day Reminder — Mon 5 May
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Mother's Day is this Sunday
Preview Text
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Still sorting a gift for mum? Here are a few ideas that actually grow.
Body

Hey {{first_name}},
Quick heads-up -- Mother's Day is this Sunday (10 May). If you haven't sorted a gift yet, you've still got time.
A GIL+ membership is one of the most thoughtful gifts for the mum who loves to grow, cook, or just spend time outside. She'll get quarterly heirloom seed deliveries, expert growing guides, and member discounts all year. Plans start at $99/yr with a 30-day free trial.
If you're not sure what she'd like, a GIL digital gift card is delivered instantly to her inbox -- no shipping to worry about, and she gets to choose exactly what she wants.
You can also pick up a few Rainbow Range heirloom seed packs ($5.95 each) -- 20 varieties to choose from, and they pair nicely with a card.
Gift cards and memberships are available right up to the day. Seed packs ship within a few days.
[Shop Mother's Day Gifts]
Happy growing,
The Grow It Local Team

Comments
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Five days to sort mum's gift
Preview Text
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GIL+ memberships, heirloom seeds, and instant gift cards. You've got options.
Body

Hey {{first_name}},
Mother's Day is Sunday (10 May) -- still time to sort something she'll love.
Here are the most popular gifts this week:

  • GIL+ Membership (from $99/yr) -- Quarterly heirloom seed deliveries, growing guides, and shop discounts. She'll get seeds at her door every season. Annual plans include a 30-day free trial.
  • Rainbow Range Seed Packs ($5.95 each) -- 20 heirloom varieties. Pick a few she'll love.
  • Digital Gift Card -- Instant delivery to her inbox. She picks what she wants.
    GIL+ Pro members ($249/yr) get 20% off everything in the shop. Base and Grower members save 15%.
    Running short on time? A GIL digital gift card is delivered instantly. No shipping, no stress.
    [Shop Mother's Day Gifts]
    Happy growing,
    The Grow It Local Team
Comments
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Don't forget mum this Sunday
Preview Text
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GIL+ memberships and instant gift cards -- thoughtful gifts that keep growing.
Body

Hey {{first_name}},
Friendly reminder: Mother's Day is this Sunday (10 May).
If your mum loves gardening, cooking with fresh herbs, or just pottering around outside, we've got gifts she'll actually use:

  • GIL+ Membership -- A year of growing. Quarterly heirloom seed deliveries, expert guides, and member discounts. Base $99/yr, Grower $169/yr, Pro $249/yr. 30-day free trial on annual plans.
  • Rainbow Range Seed Packs -- $5.95 each, 20 heirloom varieties. A lovely small gift or add-on.
  • Digital Gift Card -- Instant delivery. She picks what she wants to grow.
    GIL+ memberships and gift cards can be sent any time -- even on the morning of Mother's Day. Seed packs ship within a few days.
    Not sure what to pick? The digital gift card is foolproof. It lands in her inbox straight away and she chooses what she wants.
    [Shop Mother's Day Gifts]
    Happy growing,
    The Grow It Local Team
Comments

Social Deliverables

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Mother's Day UGC — What Mum Taught Me About Growing Instagram
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What did your mum teach you about growing? Maybe it was how to tell when tomatoes are ready. Maybe it was that you should always talk to your plants (and that it definitely works). Maybe she just handed you a trowel one day and let you dig. So much of what we know about gardening gets passed down -- over the fence, in the backyard, between generations. And a lot of it started with mum. This Mother's Day, we want to hear your stories. Drop a comment and tell us one thing your mum (or nan, or aunty, or the woman who raised you) taught you about growing. We'll share some of our favourites this week. And if you're still looking for a gift -- GIL+ memberships, heirloom seed packs, and instant digital gift cards are all live. Link in bio. Happy Mother's Day to the women who got us growing.
Hashtags
#GrowItLocal #MothersDay #MothersDayAustralia #GardenGifts #GrowYourOwn #BackyardGarden #GardeningAustralia #MumKnowsBest #HomegrownFood #GardenFamily ---
Comments
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The first thing mum ever taught me to grow was parsley. She said it was the hardest herb to germinate, so if I could grow that, I could grow anything. She was right. (And I still soak my parsley seeds overnight, just like she showed me.) Every gardener has a story like this -- a lesson passed down from someone who took the time to show them how things grow. A lot of those lessons start with mum. This Mother's Day (Sunday 10 May), we want to celebrate the women who got us growing. Tag the mum, nan, or aunty who taught you something about gardening. We'll be sharing our favourite stories all week. Looking for a gift for the growing mum in your life? GIL+ memberships from $99/yr, Rainbow Range seed packs ($5.95), or instant digital gift cards. Link in bio.
Hashtags
#GrowItLocal #MothersDay #MothersDayAustralia #GardenStories #GrowYourOwn #GardeningAustralia #BackyardGarden #MumKnowsBest #PassItOn #GardenFamily ---
Comments
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This one's for the mums with dirt under their nails. The mums who check the garden before they check their phone. The mums who know what month to plant garlic without looking it up. The mums who've been composting since before it was trendy. The ones who gave us our first tomato seedling, taught us to water in the morning, and made us believe that growing food was normal -- because it is. This Mother's Day, show us your mum's garden. Or tell us the one growing tip she swears by that actually works. We want to hear it all. GIL+ memberships from $99/yr (quarterly seeds, guides, and discounts) Rainbow Range heirloom seed packs -- $5.95 each Instant digital gift cards Link in bio to shop.
Hashtags
#GrowItLocal #MothersDay #MothersDayAustralia #GardenMum #GrowYourOwn #GardeningAustralia #BackyardGarden #GardenGifts #HomegrownFood #MumsWhoGrow
Comments

Meta Ad Deliverables

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Mother's Day Gift Ads
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This Mother's Day, give mum something that grows. GIL+ memberships from $99/yr -- quarterly heirloom seed deliveries, expert guides, and discounts. 30-day free trial included.
Headline
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Give Mum a Year of Growing
Description
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GIL+ from $99/yr
CTA
Learn More ---
Comments
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Still need a Mother's Day gift? GIL digital gift cards are delivered instantly. She picks what she wants to grow -- seed packs, memberships, or anything in the shop.
Headline
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Instant Gift Cards for Mum
Description
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Delivered to her inbox
CTA
Shop Now ---
Comments
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Mother's Day sorted in two minutes. Gift a GIL+ membership and she'll get heirloom seeds at her door every quarter. Plans from $99/yr with a 30-day free trial.
Headline
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Seeds at Her Door Every Quarter
Description
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Quarterly heirloom seed deliveries
CTA
Gift a Membership
Comments

Products Featured

Digital gift cards (instant delivery)GIL+ Base annual $99/yrGIL+ Base monthly $10/moGIL+ Grower $169/yrGIL+ Pro $249/yrRainbow Range seed packs $5.95 each