Image Credit: Roy Rachamim
Ariane Mandell
April 10th, 2019

The 5 Best Mother’s Day Campaign Ideas to Drive Customer Engagement

Mother’s Day is right around the corner!

Table Of Contents

For eCommerce stores, Mother’s Day is a major opportunity for a spring spike in sales.

Spending on Mother’s Day gifts in 2017 broke records, reaching about $23.6 billion, according to estimates from the National Retail Federation.

Furthermore, online shoppers spend 38% more on Mother’s Day than their offline counterparts.

This year, increase engagement and conversions by shining a spotlight on authentic customer experiences.

Here are our top 5 Mother’s Day campaigns to inspire your own marketing activities.

1) Ulta: Makeup advice from moms

Ulta launched the #PamperHerWithPretty campaign to inspire customers to treat their mothers with beauty products.

As part of the campaign, they encouraged customers to share the best beauty advice their mothers had given them.

Then, Ulta put together a sweet video featuring the top beauty tips collected and including the Instagram handles of the customers who contributed them.

The clip is so powerful because of how relatable it is. Almost everyone can think of makeup advice they received from their mother, creating an emotional connection to the campaign.

Pro Tip: Create personal campaigns to get to know your customers. Fans want to connect with eCommerce brands they love, and when the brand starts that conversation, it inspires lasting brand loyalty and even further customer engagement.

2) Brawny: Once a mother, always a giant

Sometimes the best campaigns are the ones that flip the script.

Brawny Paper Towels changed their perspective by filming a commercial through the eyes of toddlers who are forever making messes as their moms patiently clean up and stop them from causing too much trouble.

To maximize authenticity, Brawny called for real families to apply to appear in the video. The winning mother-child duos were given Snapchat Spectacles that the toddlers wore. The spectacles captured real-life moments that any family can relate to, framing mothers as the heroes of the story.

Pro Tip: Brawny’s campaign was so effective because it went past a standard customer photo campaign to include real customer moments from a unique and unexpected perspective. Brawny used the humor of daily life to tell a story their customers would relate to.

3) Clarins: Mother’s day voicemail

clarins mother's day campaign

What would you wish for your mom?

Clarins asked its customers the same thing, encouraging them to record and share voice messages of well-wishes for Mother’s Day via Chinese messaging and social media app WeChat.

Shoppers who recorded a voice note for their mom then qualified for a free gift at Clarins stores over Mother’s Day weekend.

Additionally, the luxury beauty brand ran an in-store draw through which customers could win a facial treatment, a travel kit, or spa coupons.

Pro Tip: Social campaigns don’t have to stay strictly online. Clarins used the WeChat campaign to get customers excited about coming into physical stores over the holiday weekend, increasing engagement and retail sales.

4) Crocs: Celebrating one-of-a-kind mothers

croc's mother's day campaign

Crocs launched the #ComeAsYouAre campaign across its social channels to celebrate the values of comfort and individuality. One of the major activities for the launch was a Mother’s Day contest featuring brand ambassador Drew Barrymore.

As part of the contest, customers were asked to submit Instagram posts explaining what makes their mother one-of-a-kind.

The winning mom received a personal video recorded by Barrymore, speaking mother-to-mother.

Pro Tip: Be specific and thought-provoking with your call to action. Ask fans to think outside the box and get creative, and reward them with incentives that are equally creative, unique, and inspiring .

5) Barneys: Matching mother-daughter influencers

Barneys chose the influencer route for their Mother’s Day campaign, enlisting the help of the mother-daughter duo behind Scout the City.

The brand photographed the pair enjoying the day together in their Madison Avenue store.

Barnye's Mother's day promotion

Influencers are a powerful way to boost your campaigns, as they have a wide reach and a relatable quality that professionally taken photos do not.

Barneys chose influencers that model the aspirations of their customer base — to be fashionable urbanites who still have family values.

The campaign then inspired customer participation by asking them to join in the conversation with the #instabarneys tag.

Pro Tip: The right influencer for your brand is someone who embodies your store’s target customer. Give that influencer choice in your partnership, allowing them to gravitate to and show off the products and styles that interest them so that the resulting content is still fresh and authentic.

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.

What will you come up with? Maybe we’ll feature you in our best-of next year!

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