Yandex has never been a popular with mothers, one of the major segments of e-com users. To introduce the brand to this new audience and build a strong connection we launched "Momtras" (mantra + mom), an insightful campaign based around a self-help playlist with positive affirmations for mothers from psychologists and breathing experts.

One manifesto video about the challenges of motherhood and three additional product videos with goods helping to avoid some of the calamities

Special drop of designer goods created for the campaign included calming herbal teas and candles, dirt repelling longsleeves and many more

And together with a popular Russian fitness aggregator Fitmost we even launched free online yoga classes for moms.

The playlist at Yandex.Music streaming platform includes 7 tracks that relate to essential motherhood topics, from accepting your postpartum body image to learning to seek help.