5 of the most Memorable Mother’s Day Digital Marketing Campaigns
By Scott Donaldson
Author & Content Specialist
With Mother’s Day just around the corner on Sunday 8 May, we thought it would be an excellent opportunity to showcase the most memorable Mother’s Day digital marketing campaigns.
These campaigns are usually sentimental, but in our list, we have included a combination of Mother’s Day campaigns which show love, gratitude, and even push the boundaries with humour.
1) Pandora: The Unique Connection 2015
Danish jewellery brand Pandora’s “The Unique Connection” video is special.
This ad sees a row of six mothers line up in a room, while their children are blindfolded. Then told to pick out their mothers from a lineup of women. All by reaching for hands or touching hair to order to find their mother.
Why this ad works:
It is clever because it keeps viewers interested to see if the children are reunited with their mothers.
It also captures the little things which make the bond between a mother and child so unique. For instance smell and touch. Some of the mothers in the video were conveniently wearing Pandora jewellery, which could be seen.
Within two weeks, the video had received 15 million views on Facebook and 11 million on YouTube.
It was part of the “My Strong Mother” campaign. Which celebrates feminism and the image of a strong woman.
2) Instant Kiwi - 2022
Lotto New Zealand’s Instant Kiwi is back with a humorous Mother’s Day commercial to encourage gifting.
The short video presents that all too familiar scene of sibling rivalry. Where one child has forgotten to buy a gift for their mother. And so claims that they have also given the gift provided by the first child.
Why this ad works:
Most Kiwis can remember having a sibling who forgot to buy a gift. And so would add their name to the bottom of the card.
It also elevates what would be a rather humble gift (an Instant Kiwi ticket) to a new level. Suggesting it is so amazing that the second child is also wanting to claim it.
What also makes this video funny is that this simple act of claiming a gift is usually something children do. Rather than fully grown adults.
3) Kraft Macaroni and Cheese: #SwearLikeAMother - 2017
Have you ever just wanted to make brutally honest outbursts with your kids? Then take a look at the #SwearLikeAMother campaign. Not that we condone bad language. But this Kraft ad definitely makes a statement in a fun way.
Why this ad works:
This ad is relatable to most frustrated parents who would simply love to let off some steam by swearing. But realise that there are little ears listening.
Furthermore, it showcases what children’s behaviour mothers have to put up with on a regular basis.
The Results:
This Kraft Macaroni and Cheese #SwearLikeAMother video received over 4.5 million views.
As well as, 70 million social impressions, and inspired over 769,000 likes, comments and retweets. Additionally, it generated over 387 million impressions worldwide.
4) The Iconic: To those who mother - 2020
Australian online fashion retailer The Iconic decided to honour mothers for Mother’s Day 2020. With a montage of real mothers and kids who were dealing with COVID-19 lockdowns.
Why this ad works:
By showcasing real mothers who were having to put on all kinds of hats, like working from home, home-schooling, entertaining and providing care. Resulted in them striking a chord with their customer base who could easily relate to it.
This Mother’s Day digital marketing campaign had a unique way of appealing to the emotions of viewers. By collecting and displaying user-generated videos onsite to leverage realness and authenticity.
5) Samsung, ‘Texts From Mom’ - 2015
What are your favourite mother’s text goof ups?
Samsung pushes the right buttons with their messaging in their ‘Text from Mom’ campaign from 2015.
This ad campaign from Samsung had adults scrolling through typical texts from their mums. Most of these texting faux pas remind us of how some mothers or parents may not have quite grasped the concept of technology.
Why this ad works:
It is funny because it is true. Samsung successfully used humour to create an entertaining campaign that gave the audience that “I know the feeling” reaction. While pushing brand recognition by having the Samsung logo visible throughout, on the phone receiving text messages.
Interestingly, their message isn’t actually to buy a Samsung phone, it is to call your mother. So they are indirectly pushing people toward their product.
This kind of advertisement could easily be made with user-generated content. In addition, it would make for an excellent Mother’s Day competition too. By getting people to share their hilarious texting blunders.
What are your favourite Mother’s Day digital marketing campaigns?
Are you a mum in marketing? Here at NZIE we have a wide range of mothers studying and working in the digital marketing space. As a result, some of our best students become stand-out success stories!
Mums in Digital Marketing from NZIE
A special shout out to Amanda Hoffman. A mum who gained an agency role part way through studying with us. Also, Kez for successfully completing studies whilst juggling two young children. Lastly, Cherise Fenner. Another mum that showed incredible resilience. When transitioning to online study and homeschooling during the pandemic break out.
