8 Heartwarming Mother’s Day Campaigns That Moved Customers
Photo Credit: Unsplash/Artist’s Jon Flobrant
Having lived with her for so long, your mother, along with your father, gave you nothing but undivided love throughout your life. You have been with her through all the good and bad times of your upbringing, when you took your first steps, said your first words and especially when you were sick or injured.
Now that Mother’s Day is just around the corner, you have as much time to prepare a campaign as a gift for your maternal parent, showing her just how much she means to you. Your campaign should be powerful enough to motivate customers who love their mothers just as much as you do yours.
It turns out that emotional branding for special events like Mother’s Day yields a greater potential for sales and revenue. According to Harvard Business Review, fully connected customers are 52% more valuable than those who are only highly satisfied.
If you’re having a creative block and can’t come up with some ideas of your own, then lady luck has indeed brought you to the right place. Here in this post, we have huddled a bevy of well-received Mother’s Day campaigns that are sure to get your innovative juices flowing again.
1. LG: Mom Confessions
In 2014, LG had started a campaign titled #MomConfessions. The multinational electronics company encouraged mothers from all over the world to share creative user-generated content. This was accomplished through visiting the UGC platform momconfessions.
The content that mothers shared during that time was either reflective of their real-life or simply humorous such as "My child thinks the ice cream truck is a music truck. We dance as it goes by." Still, there were some that were pretty emotional or awfully cringe-worthy.
But the reason why it worked better than it did was not only because it was hilarious, but also because it didn’t come off as promotional. As a result, the campaign was well-received by renowned publications such as Adweek.
2. Google Glass: Seeds
When Google Glass first hit the shelves, it was surrounded by buzz and controversy – specifically due to the search giant’s certain violations of user privacy. But the release of its short film titled ‘Seeds’ made us forget of those bad times for a while.
The film runs for 2:30 minutes and was shot entirely from Google Glass and developed by USC School of Cinematic Arts graduates Aneesh Chaganty, who one wearing the Glass, and Sev Ohanian.
The whole film was shot within 10 days, depicting Chaganty in first-person perspective taking a long journey from Los Angeles, San Francisco, Tokyo, and finally India, where his mother resides.
During the film’s two-week long production, Chaganty was shown wearing the same clothes and his wedding ring while taking various modes of transportation all the way to his village in India.
The film enjoyed a warm and heartfelt feedback to hype up Mother’s Day, which explains the video description that read “Thank You, Mom.” It was this touchy narrative that inspired millions of viewers to purchase Google Glass for themselves.
3. Hallmark: #PutYourHeartToPaper
Why give your mother a clichéd greeting card when you can post a video to better express your feelings about her? That’s what advertising company Leo Burnett Chicago did for Hallmark’s Mother’s Day campaign in 2015.
Leo Burnett’s experiment motivates adults to go beyond simplistic card phrases such as “I Love You” and “Thank You” to prompt a lengthier discussion about what makes their mothers so special.
This campaign felt more genuine and organic because the people in the video openly share the loving bonds and experiences that they have with their mothers. The best part about this campaign is that their mother is listening to them in another room.
4. Brawny: Once A Mother, Always A Giant
The title of the campaign might not make any sense unless you see the world from a toddler’s point of view.
Brawny and Cutwater collaborated with Karen X to direct a heartwarming film shot exclusively from Snapchat Spectacles. The eyewear devices were worn by toddlers in their real-homes to capture all the regular everyday moments they have with their mothers in 10-second bursts.
Many of these moments reveal the actual struggles and resilience that mothers normally go through with their pint-sized wards. Hence why the title of the film is “Once a mother, always a giant,” succinctly showcasing the ability of women preserving through difficult hardships, especially during motherhood.
It is truly a relatable and soul-stirring message for both mothers and fathers.
5. Sick Kids: SickKids Vs. MomStrong
A mother’s love should never tossed aside like a piece of worthless gum wrapper and that is what SickKids Foundation’s campaign for Mother’s Day strongly advocates.
The ad reveals the intense and unrelenting compassion and support of mothers toward their ailing child as well as the immense pain they endure during such unfortunate times.
The ad was created by Canadian agency Cossette and is based on real-life experiences of five real mothers and their children. It is both inspirational and tearfully evocative.
6. Minute Maid: #doingood
Parents often ponder about how well of a job they’re doing in raising their children and at times are hurdled by doubts as well. Minute Maid anticipated such a situation and put together the #doingood ad.
The ad shows that sometimes, it all it takes is a simple letter to let our parents know how well they have done in bringing us up since birth and that all their efforts are never pointless or meaningless.
What’s interesting about this ad is that while it was meant to hype up Mother Day, it didn’t shy away from including fathers.
Just goes to show you how surreal a few simple words can be when written straight from the heart.
7. P&G: Mother’s Day Olympics Campaign
Procter & Gamble’s “Thank You Mom” initiative brought something out during the 2012 Olympics that remains etched in the hearts of many to this very day.
P&G released an ad titled “Best Job” that featured actors as athletes from London, Beijing, Los Angeles and Rio de Janeiro. But the ad’s real strength came from revealing the mother of each of those athletes who worked hard to raise them and eventually turn them into what they are today.
The ad brilliantly captures the essence of compassionate and driven matriarchs who go out of their way to prepare their kids breakfast every morning and encourage them to practice their favorite sport.
This campaign went a step further to invite the mothers of actual athletes to personally witness their children compete for the Olympics.
8. HP: With Every Child A Mother Is Born
With the kind of campaign that HP pulled for Mother’s Day, the tech brand has undoubtedly proven that a picture is indeed worth a thousand words.
Created by German agency Aigner&Oesterreicher, HP’s two-minute short film captures the precious moments of a young couple and the birth of their child through HP Sprocket-printed images.
Throughout the film, the lack of character speech followed by the uplifting soundtrack weaved a simple but powerful story that many readers are already aware of at this point.
Commemorate Maternal Love
In the end, it’s not just about employing creative wordplay and special effects, but also striking the emotional chord that help drive sales and revenues the most for campaigns. So learn all you can from the list of examples mentioned in this post and whip up a warm and affectionate campaign that wins the hearts of mothers everywhere. We would also love to hear some of your ideas in the comments below.