We’ve been checking out all the Mummy Marketing employed by brands and retailers this year to persuade Shoppers to part with their cash.
We’ve identified some interesting and diverse approaches:
The Shock Factor
Forget the standard flowers or breakfast in bed, as Saturday Night Live points out, what ‘Mom’ really wants, is time alone with E.L. James’ erotic novel, “Fifty Shades of Grey”.
The wildly popular book has already been dubbed “Mummy porn,” and back in 2012, SNL took on the phenomenon for the first time, in a parody commercial for Amazon’s Kindle. Although not technically, a real campaign, this was a clever way of creating a seasonally appropriate piece that drew on current trends.
The hilarious clip, sends one very important message -- if you’re going to gift Mum with “Fifty Shades” this Mother’s Day, be sure to give her a padlock for the door as well.
Focusing on men, and not the metrosexual kind, but the kind of big burly bloke you see down the pub; this ad from Paperchase shows the process of men making cards for their Mums with a table full of crafts, feathers and sparkly bits laid out in front of them.
It’s so wonderful to see the desire that every child has (no matter how old) to make the perfect, meaningful and personal Mothers Day card for their Mums. The best bit is actually at the end, when you see their Mum’s reactions to the cards, as if they are reviewing their childs homework from when they were 8 years old, as well as the ‘childs’ desire to please their Mum and get rewarded.
Truly sweet and eye opening.
Zizzi use email marketing to offer their members seasonal perks that others would not be lucky enough to know about. The design is pretty and engaging and communication makes it easy for you to let Zizzi take care of Mothers Day for you.
The playful copy prompts readers to ‘be pals’ with the company via their other social platforms.
Featuring real Mum’s, this Mothercare ‘movie’ charts 24 hours in the life of a modern-day Mother. All Mum’s could take part by tweeting photos and video footage, which was then collated into the video and spread virally. Not only does the ad have a strong emphasis on the importance of family, it was a great stunt to take advantage of Mothers’ increasing use of smartphones to share content as well as getting people to pay attention to the brand’s online offering.
Who can refuse the opportunity to celebrate Mum and give her the public praise she deserves?! eBay USA help shoppers to tell the world why their Mum is a hero as well as offering a tempting prize if they are deemed the most worthy!
Using the words ‘your mum’ imply that the gifting suggestions will cater to the personal tastes of you and your Mum rather than just being generic and meaningless. A clever ploy by Tesco, that use a very specific tone of voice, to stand out amongst the masses of retailers that offer very similar products for the occasion.
By using celebrity mother/ daughter duo, Jerry Hall and Georgia May Jagger, as brand ambassadors, Sunglasses Hut encourages the shopper to feel a sense of familiarity and aspiration. The Mothers Day campaign draws on the special relationship the two women have as well as referencing their celebrity status and glamorous lifestyle, helping the brand to seem relatable as well as desirable and luxurious.
Could Dads do what Mums do? Lets see…