Mother’s Day is one of those holidays that brands should be extra thoughtful and considerate in their social media content marketing. They should not allow themselves to be blinded by dollar signs when they find out that U.S. consumers spent a crazy $21.4B last Mother’s Day. I wonder how many runny eggs, cheap chocolates, and carnations that is.
Every year, people love to highlight the most powerful, creative, funny, and touching Mom’s Day ads. Check out these lists from HubSpot, Verily, and Campaign. All of these examples are different. Some are tearjerkers, while others are corny and hilarious, but there is one thing that they all have in common. Did you catch it?
Not one ad pushed their agenda. No hard sales. No capitalizing on the hundreds of hours mom busted her ass at work to put food on the table, countless dishes she washed or tears she wiped away. Let’s talk about how you walk the line between appropriately promoting your business and pissing off moms everywhere.
1. All moms are created equal.
This is the starting point for any Mother’s Day campaign. Mom does not mean stay-at-home wife and mother of three. Being a mother can look a million different ways and social media managers need to take this into consideration. From expecting moms to dog moms and moms who lost to moms who adopted, do not alienate or offend any of these amazing people.
2. It is the thought that matters.
I think I picked weeds for my mom as a kid for Mother’s Day and I’m sure she put them in a vase and gushed over them. I even recall trying to make a dollhouse for my stepmom one year and never finished it for her, but she never held that against me. Looking back, she was probably happy that I didn’t finish it!
Either way, the thought was genuine and easily recognized as such. If your business wants to push some money-making deal, your audience will see the thought behind your BOGO or 20% off offer. Don’t try to make a buck off of mom. It should be a day of honoring and giving back to mom. Seventh Generation had a great example of this a couple years ago. Be respectful and the sales will follow organically.
3. Show your human side.
Regardless of the size of your business, what you sell or your marketing budget, be true to the human nature of the day. It isn’t appropriate to push a self-serving agenda. Your brand should treat moms how you want other brands to treat your momma.
Still unsure of your campaign? Scroll to the bottom of this list for epic Mother’s Day marketing fails. I mean, whoa, don’t do that. Even a little. Ever.
Need help with your Mother’s Day social media campaign? Email me at kristina@ littleenginesocialmedia. I’d love to make sure that you don’t muck it up!