Chicco UK’s Mother’s Day Facebook Giveaway

Randi Jensen
Randi Jensen
Baby care brand Chicco celebrated Mother's Day in the UK with an enormous Facebook giveaway. Here's how they teamed up with the agency HROC to plan and carry out the Mother's Day giveaway.

If you’re looking for a successful Mother’s Day Facebook giveaway example, then you’re in the right place. We will show you how Chicco UK celebrated Mother’s Day with their audience. Their multi-post Facebook Giveaway was really a great success!

The brand created a buzz by asking mothers for their honest advice and opinions. Chicco UK increased engagement and the strength of their online community, almost overnight.  Let’s take a look at the details.

The agency

Mother's Day giveaway example, HROC logo

HROC, based in Moseley, Birmingham, UK, is a fully integrated PR and advertising agency. It spans creative services, digital marketing, web development, video creation, social media, and public relations. HROC works for a variety of clients nationally across a huge range of both B2B and B2C industries.

The brand

Mother's Day giveaway example, Chicco's logo

Chicco is an Italian baby care brand with a very strong presence throughout Europe. Chicco’s mission has always been to make a baby smile and help parents through their child’s early years.

Chicco provides safe solutions, designed to meet the demands of babies as they grow. With household-name products such as its Chicco Next2Me side-sleeping crib, Chicco combines innovation and traditional design to provide modern classics across all areas of infant and childcare.

The objective

The goal was to mark Mother’s Day in a fun and interactive way while promoting Chicco’s innovative range of NaturalFeeling bottles. The vast majority of people who like the Chicco Facebook page are mothers. This is why the brand and agency wanted to do more than share a Mother’s Day status update.

In their Mother’s Day Facebook giveaway, the brand asked women to share what they have learnt from motherhood, and help other new moms out. It was the perfect way to celebrate mothers everywhere.

Mother's Day giveaway example

Chicco and HROC decided to organize a Facebook Giveaway. They believed that with such a promotion mothers would be able to express their views by commenting. Comment-based giveaways always encourage real conversations. You will see even more of a boost in engagement if you ask an open question, the way Chicco UK did in this Mother’s Day Facebook giveaway example. The giveaway was really by and for moms. It was much more meaningful than simply liking or sharing a post created by the brand.

Mother's Day REsource Hub

The solution

The organizers created four different posts in advance and scheduled them to run through the week leading up to Mother’s Day. The first post was boosted, but the other posts relied purely on organic reach and engagement.

The prizes were a Chicco NaturalFeeling gift set with two sizes of feeding bottles and a silicone soother. Another prize was a Chicco Boppy feeding pillow for breastfeeding or bottle-feeding. The prizes were carefully selected to benefit mothers and babies.

Mother's Day Facebook giveaway example by Chicco UK

The Facebook Giveaway app collected entries from all four posts into one prize draw. Then it randomly selected five winners. HROC found the app very easy to use because all the posts could be added to the giveaway at once – there was no need to select posts or comments one by one.

Mother's Day Facebook giveaway example from Chicco showing participants' comments

The result

Overall, Chicco’s Mother’s Day Facebook giveaway received a total of 371 comments, with a reach of well over 100,000 views.

The reaction was overwhelmingly positive from new and experienced moms. Throughout the week, Chicco’s Facebook page received 919 additional likes, of which they attribute a large proportion to the Mother’s Day giveaway.


Easypromos made the whole thing very easy and straightforward. It is the perfect way to choose competition winners on fair and random basis. And by providing the capability to select multiple posts to choose from, selecting winners is a very simple task. It also allows you to choose back-up winners should there be an issue with the original selection. You can also blacklist entrants with whom there may have been issues before.

–  K. Morris –

Account Executive, HROC PR

Are you planning to organize your own Mother’s Day Facebook giveaway? Don’t worry if you have questions or doubts! You can now chat with our Support Team. They’re always ready to help and inspire!