If there’s something that's irreplaceable in our lives, it has to be the unconditional love by mothers. This is why Mother’s Day is one of those few days which strike a chord with almost everyone. It gives us a chance to value the different aspects of this invaluable relationship. While the theme itself nurtures a lot of lovely memories and affection, it takes well-executed Mother's Day B2C marketing campaigns to bring these beautiful characteristics to center stage.
With Mother's Day around the corner, we've compiled these five marketing campaigns that truly celebrate the spirit of motherhood.
Pandora, a Danish jewelry brand, has been winning the market with its charm bracelets, specially customized to wearer’s characteristics and traits. But once the concept of personalized jewelry became common they had to come up with something new, something much more unique. Pandora is first on our list because of the innovative path it took to connect with their audience. They started conversing with users through the “My Strong Mother” campaign which celebrates feminism and image of a strong woman.
Mercedes India took a very relevant day-to-day experience and turned it around to acknowledge the endearing place mothers hold in our lives. With the campaign “The World’s Safety System”, Mercedes brought into the picture a mother's role as her child's safety system. This campaign crowned mothers as the “Most Adorable Safety System” generating close to 25K views and more than 2K likes on Twitter.
— Mercedes-Benz India (@MercedesBenzInd) May 13, 2018
SeatGeek sent an interactive GIF email displaying an adorable mother-child experience. Through the GIF, the brand was able to connect 1:1 with users to encourage them to buy “experiences” for their mom on Mother’s Day. Take a look.
This is a perfect example of brands joining hands to amplify their impact around a theme. Star Plus, a satellite television network teamed up with BCCI(Board of Control for Cricket in India) to celebrate Mother’s Day right on the playfield. In the finals, the Indian cricket team wore jerseys with their mothers’ names on the back instead of their own. Take a look at this campaign that earned more than 4K retweets and 9K likes.
— BCCI (@BCCI) October 29, 2016
Do you want to know how to use nostalgia in marketing? Rose & Grey is a vintage furniture brand that leveraged nostalgia like none other in 2016. For Mother’s Day, they launched their founder’s childhood pictures in the vintage setting. This helped the brand stir childhood memories among their audience. They made a clean finish with the footer depicting “Thanks, Mum”.
Mother’s Day is an exciting opportunity for marketers to connect with their target audience with the right messaging. Not only because we all love our mothers but also because we all relate to these campaigns instantly. Right from themed videos, brands are using everything from email, social, joining hands with other brands to website makeovers.
What's your favorite Mother’s Day campaign? Share them through the comments section below.
Here are actionable resources we've curated for you!