With over 80 percent of Americans celebrating, it’s no wonder that businesses and brands push online Mother’s Day content weeks before the big day. It might seem difficult to set yourself apart from your competitors’ marketing campaigns. But you don’t want to miss out on the opportunity to expand your brand and increase revenue. From nostalgia campaigns to personalized marketing ads, find out how to boost your sales this year with inspiration from these powerful Mother’s Day marketing campaigns.
Kraft
Kraft is famous for its easy boxed dinners and funny ad campaigns. In 2017, it released a Mother’s Day campaign titled “Swear Like a Mother.” This was aimed at the “rough around the edges” mother, who sometimes swears and isn’t perfect. Because most ads depict moms as put-together heroes, Kraft’s campaign went in a different direction.
This commercial also featured Melissa Mohr, author of “Holy Sh*t: A Brief History of Swearing.” This book focuses on the history of obscenities and culture, and the author is a wife and mother, so it was a perfect pairing for this endearing campaign.
This relatable, down-to-earth and humorous take on Mother’s Day content inspired moms not to take themselves too seriously. It showed that moms aren’t perfect, and that’s OK. Use a similar approach to connect with your audience by celebrating the ups and downs of motherhood. Appeal to real moms, messy moms and single moms with content designed to highlight the best, or worst, in moms everywhere.
Pandora
Even though Pandora is a well-known jewelry manufacturer, it still has to keep up with many competing brands. In 2018, it stood out from the standard jewelry campaigns with the use of its “My Strong Mother” ad. This powerful Mother’s Day content focused on strong mothers. The simple yet effective commercial featured a mom changing a tire — an action that spoke to the strong feminism movements in 2018.
Create a powerful message for moms by focusing on strength and reliability. Moms don’t get enough credit for the simple, heroic actions they perform every day. Honor strong moms with your own Mother’s Day content.
JetBlue
JetBlue Airways presented a perfect example of motherhood concerns with its 2016 Mother’s Day campaign, “FlyBabies.” The company interviewed mothers traveling with their babies and discovered the hardships that are involved. Although people often complain about crying little ones on flights, the ad focused on the mothers’ feelings of anxiety over the disruptions during travel. At the end of the flight, passengers received a free JetBlue flight to compensate for any disruptive behavior from the children.
JetBlue’s campaign related to the stress that most parents feel when traveling with children. In your Mother’s Day campaign, try to relate to moms from all walks of life. Show your appreciation for busy moms by offering discounts on products they appreciate the most when in a sticky situation. Take time to interview real moms and show their side of the story for a well-rounded approach.
Alex and Ani
Alex and Ani is known for inspirational marketing campaigns, and the 2018 “Symbolize Your Love” Mother’s Day content was no exception. This campaign’s goal was to show the challenges of motherhood. Parenting isn’t always picture perfect, so Alex and Ani expressed this with a simple ad that included women and mothers from all stages of parenthood. These women all shared unplanned moments with their children, depicting what tender love means between a parent and child.
The main takeaway from Alex and Ani’s Mother’s Day content is authenticity. Media outlets often depict unrealistic situations and stylized interactions. This Mother’s Day, focus on the uniqueness of motherhood and parenting. Acknowledge that not all moms and relationships are the same.
LG
Another great way to inspire interaction with your brand is through user-generated content, or UGC. UGC is any type of content created by your audience in relation to the specific ad campaigns you present. LG has an excellent example of a successful Mother’s Day campaign utilizing UGC.
In 2017, LG presented “#MomConfessions,” a user-generated ad campaign focusing on secret confessions from moms everywhere. It asked its users to submit these confessions under the hashtag #momconfessions. The company proceeded to curate the results, which it displayed on a Times Square billboard in New York City. Thirty-five percent of user-generated content was used for the billboard ads. This campaign received several award nominations from ad agencies for the best user-generated content ad in 2017.
LG’s campaign made moms feel special by highlighting their personal and unique experiences. You can do this too with smaller ad campaigns featuring UGC in emails and online marketing, as well as featured areas on your business website. This creates a personalized experience for users, encouraging them to talk about your business and spread brand awareness.
