Mother’s Day, the one day a year we actually stop, think, and truly appreciate how much our mom’s do for us. On the flip side, marketers are already busy planning for upcoming Mother’s Day marketing campaigns to help inspire consumer action and trigger engagement. And with 70% of Mother’s Day-focused online activity expected to occur during the prior week and an estimated total of $21.4 billion spent in the US, there’s plenty of opportunities for forward-thinking brands to capture attention and secure business.
Whether its an interactive quiz to profile consumers and collect data, or an authentic user-generated content campaign to showcase all the great things our moms do for us, creating digital marketing campaigns that spark conversation and drive engagement around holidays such as Mother’s Day can do wonders for your brand.
So, to provide you with some inspiration for your upcoming Mother’s Day marketing campaign planning, we’ve pulled together a selection of three Mother’s Day campaigns created with Marigold Grow. Plus, we’ve also provided some useful insights on how you don’t need to ever waste a campaign investment again.
LG Showcases Authentic UGC on Big Screens in Times Square
Objective: Encourage moms to create and share user-generated content (UGC) for out-of-home advertising
To take maximum advantage of the social conversation surrounding Mother’s Day, LG transformed Times Square’s digital billboards into real-time marketing displays to showcase #MomsConfessions. “Confessors” were prompted to share their photos from an extremely user-friendly LG-branded sharing page to any number of social platforms, where LG could then curate, moderate, and publish content across their website and out-of-home displays. A total of 35% of all submitted UGC was published to the giant billboard, and from its huge success, the campaign received national recognition via AdWeek articles and received multiple award nominations.
Powershop Uses Humorous Live Poll Activation to Engage Consumers
Objective: Acquire valuable and actionable audience data
Known for its fun and lighthearted brand personality, the energy company, Powershop, created a Mother’s Day edition of “Power Polls.” Powershop asked followers to select the word that best describes their mom in return for the chance to spoil their mom with some exciting prizes as an incentive for participation. Upon submission, participants were required to provide a few personal details and select whether or not they were a customer, enabling Powershop to capture valuable audience data for future marketing activities, and also understand the makeup of their Facebook audience base.
Nectar Introduces the Ultimate Mother’s Day Gift Guide
Objective: Drive campaign sharing by rewarding Nectar card users
During the build-up to Mother’s Day, Nectar gave its fans a helping hand when it came to finding the perfect gift. To show moms just how much they’re loved, appreciated, and cared for, Nectar offered participants the chance to win some incredible gifts including Hotel Chocolat selections, great Red Letter Days, as well as spa days from Prezzybox and lastminute.com. For the chance to win, participants were required to submit their personal details and had the chance to opt-in to receive future marketing communications, providing Nectar with actionable audience data. What’s more, for an additional chance to win, participants could share the campaign with their friends to drive further entries, leading towards a total of over 1k shares!
Never Waste a Campaign Investment Again
Typically campaigns are built once and then thrown away. It’s a huge waste and means that companies can’t reuse, share, or leverage the investments they are making from their campaigns. With Marigold Grow, you can leverage your creativity across markets, departments, and seasons by tapping into your company’s private App Campaign Library. All your past campaigns are saved, searchable by KPI, and available to all your teams. When a marketer finds a previous campaign they like for a particularly cultural moment, they can find out more information on the results and how it worked, then easily clone, translate, and customize it to fit their use-case. No coding necessary. It’s revolutionary.