BMO made a tiny gift guide for women-owned businesses

Who: BMO, with FCB Canada for strategy and creative, post-production by Fuel, and media by UM.

What: “The Shoppable Ornament,” a tiny Christmas tree ornament that is also a shopping guide for women-owned businesses.

When & Where: About 900 of the ornaments have been made and handed out across North America. There’s also a PR push and paid social directing consumers to a Pinterest-based version of the gift guide.

Why: This is part of BMO’s efforts to support women-owned businesses, which often face greater challenges than those owned by men. In February, for example, the bank will announce $150,000 grants to 12 women-owned businesses.

The new ornament / shopping guide is an iteration on last year’s #WrapTheGood program, with wrapping paper featuring images of gift options from women-owned businesses, as well as a QR code driving to a gift guide on Pinterest that features shoppable products from more than 25 women-owned small businesses in Canada.

“The #WrapTheGood program once again demonstrates BMO’s commitment to ensuring that women-owned businesses, which are so important to the communities they serve, are presented with every opportunity to succeed,” said Catherine Roche, BMO’s chief marketing officer, in a release. “This extension of last year’s #WrapTheGood is just another example of BMO’s commitment to these businesses being set up to succeed.”

How: The tiny gift book looks just like a miniature catalogue, with pages highlighting products from the participating businesses and a QR code linking to their website. The final page also links to the Pinterest board to showcase all of the women-owned businesses and additional gift ideas.

An online video ad explains the program and the goal of putting more gifts from women-owned businesses under the Christmas tree this year.

And we quote: “When it comes to giving gifts, they say it’s the thought that counts. But who we buy it from is just as important as what we’re buying… Every gift inside supports a women-owned small business and every purchase brightens their holiday, too.”—Jeremiah McNama, executive creative director, FCB

David Brown