Online Retailer Zulily Takes Mum on an Epic Shopping Adventure

Timed to its 13th birthday, Zulily, the online retailer for moms, is breaking a new campaign on TV, CTV, OLV, social, radio, Pandora, and Podcasts. The campaign, themed 'Fun is part of the deal,' is from Raleigh-based Baldwin&, and it will run throughout 2023 and into 2024, coming to life in 30, 15 and 06 second video as well as 30 and 15 second radio.

“Moms who shop Zulily love to be surprised and delighted instead of feeling bogged down by endless to-do lists or new budget constraints,” said Denise Jaeschke, VP of integrated customer marketing at Zulily. “We’ve created a shopping experience that frees moms from the list because they know they’re getting the most value, whether through exclusive daily deals on brand names and on-trend styles, or everyday value for all occasions. The campaign is emblematic of our holistic experience that enables moms to discover these deals quickly and easily – all from their mobile devices.” 

Shot by Swedish directing duo RGB6, the spots have a quirky, dream-like feel. In the campaign, moms swipe up on their Zulily app when they are suddenly transported to a magical elevator where a Zulily elevator operator appears. She swipes on a brass plate where the elevator buttons should be and takes shoppers on an immersive tour through fun digital interpretations of classic department store floors. The awestruck moms see the site experience reimagined in whimsical ways, all while snagging great deals on brand-name products. 

Knowing that holiday shopping is rarely limited to a specific season, the holiday floor features every holiday and will have different endings throughout the year to feature Easter, Back to School, and Christmas. In Back to School, the mom says, “But back to school isn’t a holiday,” and the guide replies, “It is for parents.” 

Whether transporting a steaming tea kettle or yoga ball into an elevator or showing a mom meeting herself in the dressing room, there are fun surprises throughout.

Baldwin& group creative director Emily Watson noted, “Shopping has become a chore for moms — just another thing they have to check off their lists. We wanted to show how the Zulily experience is different – so we created a digital shopping playground. Building on old-school department stores, we wanted to put the fun back into shopping – something that’s been missing from most retail experiences.”