Mother’s Day has come and gone on the second Sunday of May and the brands have arrived with their marketing campaigns for the holiday too. 2019 saw multiple brands come up with some intense campaigns and getting real about motherhood. Finding the right balance when serving such personal content to consumers can be tricky.
Let’s see how Mother’s Day fared this year with some interesting statistics on the holiday.
Here are 10 campaigns which have proved that better communication is key.
The brand collaborated for a great cause on Mother’s Day where the actress Soha Ali Khan asked her followers to re-wear, reuse and recycle all their clothes by donating to an Indian NGO Goonj.
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A mother’s saree is reminiscent of our childhood days and her warm love. This Mother’s Day, spread the love by bringing your mother to @shoppers_stop and give away the saree she no longer wears to someone who might need it! The sarees collected will be contributed to the NGO, Goonj, for its work with village communities. 1. Rewear — good condition wearable saree will be sent to women to wear 2. Reuse — unwearable cotton sarees will be used for making reusable cloth sanitary pads for women 3. Recycle — non-usable sarees will be shredded and woven into quilts, mats and multi-purpose reusable cloth bags. Making of these products will provide livelihood to hundreds of women. I love this initiative by @shoppers_stop. Let's make this Mother's Day special for every mother with the love and warmth they deserve! #MothersDay #MothersDaySpecial #GiftYourMom #MothersLove
The brand knocked it out of the park with a video showing how important a mother’s touch has been in everybody’s life. Right from pregnancy to adulthood, mothers have been selfless with their families.
Ulta launched the #PamperHerWithPretty campaign to remind customers to treat their mothers with beauty products. This inspired their audience to remember how they got beauty tips from their mothers during their childhood. So Ulta beauty released a video featuring the top beauty tips collected and including the Instagram handles of the customers who contributed them.
The emotional connection was established with the high relatability to this video by the customers.
The fashion brand addressed a pending, underlying issue of swearing. The brand shows the number of abuses that involve the word “maa” or “mother” in it and asks everyone to leave the word out.
An innovative, yet very relatable campaign from the brand.
The video talks about why the gender of the baby is important at all. The brand says “Why do we still worry about a baby’s gender? This Mother’s Day, it’s time to take a stand. Prega News celebrates gender-free good news because a healthy baby is what matters most. #GoodNewsIsGenderFree #PregaNewsMeansGoodNews” .
Mother’s Day campaign takeaways
Mother’s Day is all about bonds. Forge closer ties with your customer base by amplifying their emotions.
- When customers reach out to you, reach back: Commenting on customer photos or featuring entries on your website is a great way to let customers know you’re listening and strengthen their bond with your brand.
- Add a competitive element: Consider adding a little friendly competition to keep participants checking back and sharing their contributions for more exposure.
- If there’s an incentive, make it appropriate: Something mom-centric, something that could be enjoyed with mom, or a donation to a compassionate cause.
- Go beyond obvious messaging: Ask a thought-provoking question to inspire customer engagement and encourage user-generated content.
- Choose the right influencer: Know your audience. Influencers should reflect your target audience and know how to speak to them.
Some of these brands managed to knock it out of the park with these positive campaigns. What do you think about these campaigns? Do let us know below in the comments or visit our website, Facebook, Twitter or Instagram pages to reach out to us.