Two successful campaigns to inspire you for Mother's Day
Mother's Day is approaching - a perfect opportunity to strengthen your relationship with your customers and increase your sales at the same time. Many people have a strong connection to motherhood, either to their own mother, to the role of mother to their children, or both. It evokes emotions that are perfect to highlight in your marketing.
Sometimes you don't need to reinvent the wheel. Sometimes you can find inspiration in proven strategies that work. In this article, you can read about two successful campaigns to inspire you for Mother's Day.
Procter & Gamble – “Thank You, Mom”
Ahead of the 2010 Olympic Games, American consumer goods giant Procter & Gamble wanted to strengthen its brand. With Procter & Gamble manufacturing products such as diapers, detergents and beauty products, it might seem difficult to find a connection to the Olympic Games at first glance. But every Olympic athlete has, or has had, a mother. Mothers in particular see the brand as one of their biggest target groups.
They therefore built the Thank You, Mom campaign which focused on the mothers behind the athletes. With The slogan P&G Proud sponsor of Moms created a strong emotional connection with consumers because most can identify with both having once been a child with a supportive mother and being a parent themselves.
Core activities of the campaign
- They created several moving commercials that highlighted stories about athletes and their relationships with their mothers.
- Primarily, it managed to gain widespread popularity on social media, where users were encouraged to share their own tributes to their mothers with the hashtag #ThankYouMom.
- A website was launched for the campaign where users could, among other things, create a digital tribute to their mother and share it on social media.
Thank You, Mom became the largest and most successful global campaign in P&G's 175-year history with more than 370 million tweets and an estimated $500 million in increased global sales revenue.
Upwork – “Motherhood Works”
Leading freelance platform Upwork launched the Motherhood Works campaign in conjunction with Mother's Day in May 2022, with the slogan What makes them a great mom also makes them a great hire . The campaign encouraged hiring mothers who lost their jobs during the pandemic – via Upwork's platform.
Core activities of the campaign
- A landing page, upwork.com/moms , was created with information about the campaign. There, companies could post jobs with the hashtag #motherhoodworks to actively reach out to mothers looking for freelance assignments.
- They built a community for mothers, offering coaching, competency certifications, and events to help them strengthen their position in the workforce.
- Touching promotional materials were produced with clips and stories from real mothers who freelance with the help of Upwork.
The campaign received attention for its authentic approach and focus on transforming the challenges of motherhood into professional strengths.
Do you want help planning your Mother's Day campaign?
Campaign planning can be both difficult and time-consuming. We are happy to come up with ideas, or help you implement a campaign that suits your brand and your target audience. Feel free to write to us at info@emimarketing.se, and we will see how we can help you!