Mothers' Day Campaigns

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Mothers' Day Campaigns

Within the last five years, Ulta's #PamperHerWithPretty, Allswell's #BantheBrunch and Brawny's 'Once a Mother, Always a Giant' campaigns have been quite impactful. Ulta's #PamperHerWithPretty campaign was emotionally impactful and multifaceted and gave customers the chance to share their voice and directly engage with the brand. Allswell's #BantheBrunch incorporated public service announcement elements as well as a contest to yield a social movement campaign that resonated with many mothers. Brawny's 'Once a Mother, Always a Giant' campaign was an original, relatable and authentic way of showcasing the heroic acts of mothers from the perspective of their children.

Mothers' Day Campaign #1: #PamperHerWithPretty

Elements of Campaign

  • In 2017, the beauty brand Ulta launched the #PamperHerWithPretty campaign to "inspire customers to treat their mothers with beauty products."
  • Ulta also asked customers to share, via social media, beauty advice they received from their mothers, using the #PamperHerWithPretty hashtag, and created a video compilation of the tips that were shared.

Sentiments & Signs of Success

Mothers' Day Campaign #2: #BantheBrunch

Elements of Campaign

  • In 2018, the mattress brand Allswell launched the #BantheBrunch campaign to encourage mothers to stay in bed during Mother's Day and forgo the traditional Mother's Day brunch.
  • Allswell promoted the #BantheBrunch campaign as a public service announcement (PSA), claiming that, of the 1,000+ mothers they surveyed, approximately 65% of them stated that they would prefer to have breakfast in bed rather than eat out.
  • Also, nearly 50% of those surveyed stated that they feel guilty revealing to their families their desire to stay in bed on Mother's Day and almost 40% stated that staying in bed all day would be their Mother's Day dream.
  • In addition to being a PSA, the campaign gave mothers the chance to win prizes by posting, on Instagram, a picture or video of them in bed, sharing their ideal Mother's Day plans and using the #BantheBrunch and #AllswellContest hashtags.

Sentiments & Signs of Success

  • The campaign was deemed to be effective because it generated a social movement amongst mothers who preferred to stay home in bed on Mother's Day.
  • The campaign emotionally resonated with mothers who preferred to relax at home on Mother's Day but felt guilty sharing this with their family members.

Mother's Day Campaign #3: 'Once a Mother, Always a Giant'

Elements of Campaign

Sentiments & Signs of Success

  • The campaign was lauded for its originality since the commercial was filmed from the perspective of children and it was lauded for its authenticity since it featured real families as opposed to actors.
  • The campaign was deemed effective because it used humor to highlight relatable, everyday moments and it "went past a standard customer photo campaign to include real customer moments from a unique and unexpected perspective."
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