Don’t do Mother’s Day marketing! Unless you let “love and gratitude” enter her alveoli

The author of this article talks about many examples of Mother’s Day marketing. Interested readers can take a look.

Today is Mother's Day. What kind of gift have you prepared for your mother in front of the screen?

As one of the important marketing nodes for women, the focus of brand marketing is to express "love and gratitude" to mothers, but under such a simple topic, some brands still failed.

For example, Blue Moon has caused a lot of controversy these days because its elevator advertisements used the slogans "Make laundry easier for mom" and "Mom, you use it first".

George Lewis, the world's top creative person, believes that "advertising is a poisonous gas." Putting this sentence in the context of Mother's Day marketing, TOP Jun believes that advertising should be a gas full of "love and gratitude" that enters their "alveoli" with the expression of the brand.

Today, let’s follow TOP and see what Mother’s Day marketing that can enter the “alveoli” is like~

1. What’s lacking in novelty, is made up for in kindness

Holiday marketing is both easy and difficult. It is easy because it can catch the heat at a certain time and the target audience has the same characteristics and demands; it is difficult because there are too many excellent cases and it is difficult to come up with new ideas.

But this Mother's Day, the style presented by most brands is to touch people's hearts with sincere love when it is difficult to produce new ideas.

For example, PROYA, a beauty brand that has consistently performed well in humanistic care, and Babycare, a new marketing brand for mothers and babies, are focusing on the same issue: the "kidnapping" brought about by motherhood .

PROYA's specially planned short film for Mother's Day, "Did You Hear It?", is based on the personal experiences of more than 50 mothers.

PROYA "Did You Hear That?"

What words will a mother hear during the decades from the time she conceives a tiny human embryo to the time she grows her child into adulthood?

When breastfeeding, you have to pay attention to what you eat for your child, after your child goes to school, you have to balance family education and work, and you have to sacrifice personal time for your child's growth... The saying "just bear with it and it will be over" has always been for the children and the family, but it ignores the mother herself.

This short film by PROYA begins with a mother's mixed emotions of joy and sobbing, describing the plight of thousands of mothers who are imprisoned by the shackles of their identities. The brand said in the copy, "This film is recommended for people to wear headphones, forward to family groups, and watch to the end - to hear what she wants and what she doesn't want", which is intended to call on people to see the needs of mothers , rather than the needs of mothers.

Babycare and actress Zhang Yuqi released a short film titled "Don't Call Me Mom Today", which "asks for a day off" for mothers on Mother's Day and also pays attention to the plight of mothers.

Babycare《Don't Call Me Mommy Today》

Different ways of expression are the same appeal that needs to be heard. Let mothers "stop" their hard work and "listen" to their voices. Although the holiday marketing advertising styles of PROYA and Babycare are both peaceful narration + delicate lens language, they use real insights to greatly increase consumers' favorability towards the brand .

In addition, Babycare also released a series of posters titled "99 Moments When You Don't Want to Be Called Mom" ​​to refute the moral kidnapping of mothers in life.

Babycare Mother's Day series poster

2. Take into account the concept and be full of heart

In addition to serious discussions focusing on real-life issues, some brands also adopt entertaining expressions or focus on the contributions of mothers to express their respect and gratitude.

Aimei has always upheld the brand concept of love and beauty, and has also long paid attention to women's emotional demands. This Mother's Day, the brand chose "Mom's Escape Plan" as the theme, inviting mothers to talk about their expectations for the holiday, and prepared a small "escape" tip for mothers.

Adoring Mother's Day Series Posters

Mini travel, going out for socializing, or embracing nature, no matter what kind of "escape" it is, it allows hospitalized mothers to leave some time to "admire" themselves.

Jingrun Pearl's "Mother of the Clam", OLAY's "Mother Has a Set" and 7or9's "Mother's Shoe Size" all use puns and other means to praise mothers. "Awesome" and "Having a Set" are compliments for mothers' achievements, while also giving the products a good reputation in the advertisements, packaging them as Mother's Day gifts in the hope of increasing sales.

Jingrun Pearl "Precious Clam Mother"

Of course, there are many Mother's Day stories that don't rely on short films. RT-Mart's fireworks literature is as thoughtful as ever, and it consistently uses products to make articles.

RT-Mart Mother's Day Series Posters

Meituan Waimai teamed up with Xiaohongshu's topic "Mother's Blank Space", noting those mothers who use the names of flowers as their names, and called on users to order a bouquet of flowers with the same name for their mothers, which is also an interesting and thoughtful Mother's Day marketing.

Meituan's eponymous flower event

There is another perspective on holiday marketing that is more niche, but also takes into account the brand concept while sending out full care - focusing on the minority group of mothers .

For example, HBN pays attention to the plight and voices of single mothers, and supports the "One Mother" charity project to bring encouragement to more single mothers; Insta360 pays attention to the "last wish" of a mother with cancer, using the power of technology to help her "be a mother for her child's whole life ahead of time", and donates to breast cancer prevention and treatment charity organizations based on the amount of shares shared by netizens.

Insta360 Mother's Day Project

3. The goal is clear, but the mind is biased

Back to the failure cases, perhaps holiday marketing is not always perfect. The above advertising videos and marketing activities have received good feedback, but some advertisements are still not satisfactory, focusing only on expanding the brand circle or increasing the product volume, ignoring the subjectivity of the Mother's Day audience.

The reason why the Blue Moon elevator advertisement mentioned at the beginning of the article failed was that the brand mistakenly simplistically summarized laundry as a chore that only belongs to mothers, which aroused the disgust of netizens.

Coincidentally, the pizza chain Domino's launched a "Mother's Day Gift Package", and each package comes with an apron with words such as "Mom, I love you" and "You've worked hard, thank you", which made netizens sigh: What is the difference between giving an apron on Mother's Day and giving teaching supplementary books on Children's Day?

Domino's Mother's Day Crash

Ultimately, the failure of the above two brands stems from their long-term neglect of the desire of women and mothers to be respected.

After being questioned by netizens, both Blue Moon and Domino's issued statements saying that they made such marketing strategies out of gratitude and love for mothers, but netizens still refused to buy it.

In addition, Blue Moon also posted a message to solicit copywriting, but netizens discovered that those who participated in the event were all "water armies". The crisis public relations that should have restored the brand's reputation failed again.

Blue Moon's copywriting campaign failed

When consumers care more about emotional value, brand marketing should not only output product performance unilaterally, but also focus on emotional resonance .

Audi's Mother's Day advertising performance can be said to have a very clear goal, but lacks some emotional expression. The short film uses the MBTI personality test, which has been very popular in the past two years, to create a "WSLS personality" to emphasize the omnipotence of mothers. Although the performance of the car is clearly explained, the connection with Mother's Day is a bit far-fetched .

Audi: Mom Says What

The homogenization of brand marketing today makes it hard not to feel that advertising creativity has reached a bottleneck. Admittedly, it is difficult to satisfy everyone with advertising content, but even if you cannot come up with the best creativity, you should still maintain insight into the market and public opinion to avoid putting the brand in a public relations crisis.

After all, Mother's Day should be a holiday full of warmth, and the focus of brand marketing should always be on mothers' own feelings.

If you feel that the issue of family shackles is too heavy, you might as well set a lighthearted tone and let the simple "love and gratitude" enter your alveoli, which is the best gift prepared for them .

Author: TOP Jun

Source: TopMarketing (ID: 1082248)