#Japan #Osaka #Mother's Day #Tabio #Reaplus

Reaplus and Tabio: Redefining Mother's Day Gifts

In a momentous collaboration, Reaplus, a marketing support firm, and Tabio, the operator of the popular sock retailer ‘Tabio,’ have struck a chord with their latest marketing strategy aimed at redefining the traditional perceptions surrounding Mother's Day gifts. As they gear up for Mother's Day 2025, they conducted insightful research and launched a comprehensive PR campaign designed to promote socks as a practical and heartfelt gift alternative.

Challenging Conventional Gift Ideas

Traditionally, Mother's Day gifts have been synonymous with flowers, sweets, or aprons. However, changing lifestyles and values have shifted consumer expectations. The demand has risen for gifts that are practical yet carry emotional significance—items that one might hesitate to buy for themselves but would feel delighted to receive. In recognition of this shift, Reaplus endeavored to understand consumers’ true sentiments regarding Mother’s Day gifts through a study, focusing on women aged 25 to 49.

The Research Insight

The research involved surveying 660 women from across the nation, specifically aimed at revealing their thoughts and tendencies surrounding Mother’s Day gifting. Results showed a growing preference for gifts that are “meaningful,” “useful,” and “durable.” It became evident that socks could be positioned as a fresh addition to the Mother’s Day gift roster, aligning perfectly with these emerging values.

Comprehensive Strategy Development

Reaplus executed the following multi-faceted approach to bring their findings to life:

Insight Analysis

1. Design and conduct awareness surveys focusing on gifts given and received on Mother's Day among women aged 25 to 49.
2. Extract insights revealing the demand for practical and emotionally valuable products, establishing a strong argument for promoting socks.

PR and Promotion Planning

1. Formulate a compelling message: “Now is the Time for Socks.”
2. Develop engaging copy and key visuals aligned with the research findings.
3. Focus on capturing relatable visuals that highlight the genuine mother-daughter connection.

Results That Speak Volumes

The initiatives resulted in a staggering 111% increase in gift-related sales compared to the previous year during the campaign period. This remarkable achievement showcased not only the effectiveness of the campaign but also the growing interest from consumers in gifting socks for Mother’s Day.

Social media buzz followed suit, with users naturally posting about gifting socks to their mothers, further enhancing organic engagement. Feedback from the brand indicated an unprecedented level of purchases for gifting purposes, emphasizing the campaign's success in shifting consumer perception toward innovative gifting.

A Visionary Approach

Matsumoto Shion, CEO of Reaplus, stated, “In this initiative, we sought to question established habits. By basing our strategy on quantitative research insights, we could create a cohesive approach that links PR, visuals, and retail experiences directly to enhanced sales performance. We believe this is a working strategy that can spark genuine change.”

About Reaplus

Reaplus operates under the mission of bringing more spotlight to the societal landscape. As a marketing partner, it leverages digital tools to elevate people, products, and services in the public eye. Founded on July 20, 2023, in Meguro, Tokyo, Reaplus focuses on communication production, talent support, and store management.

• - CEO: Matsumoto Shion
• - Location: 4-7-4 Aobadai, Meguro-ku, Tokyo, 303 I.W. Place Aobadai
• - Website: Reaplus
• - Note: Reaplus Note