Mother's Day marketing strategy!

Let’s talk about how to do topic marketing on Mother’s Day on May 8th. We will do it from three aspects.

The first is the topic copy, the second is the video plot, and the third is the product and brand experience.

VOL.1 Growth and the World

Related words: go far, grow up, pursue.

Topic copy:

"You are my armor, you are my support" "When I was young, I told my mother about my little emotions. When I grow up, I hide all my worries in wine.

"Every time I run as I grow up, my mother will greet me. I am so lucky" "God cannot take care of everyone, so he created mothers"

In terms of video plot , we can launch the video "How long has it been since you called "Mom"?" QQ Browser allows several protagonists to chat with their mothers for three minutes. "Mother's First Day" Juhuasuan focuses on maternal pain and plans a collage-style advertising short film.

"Thank You for Being a Mom" ​​Babycare , a tear-jerking Mother's Day dual-perspective short film, B-ultrasound images, studio videos, the hardship of pumping milk in the middle of the night, every Babycare product is a witness, sparking topic spread.

P&G's "Guided with Love" turns the camera to the mothers behind the Olympic athletes, their careful care, their silent waiting, their earnest teachings... It is because of the power of this love that "we can become who you teach us to be."

In the offline venue section, we can create an offline scene for "My World with My Mom" , set up a world map made up of small nails, and invite customers to use the colored lines next to it to connect the places I have taken my mom to, and take photos together. There is a prop sign with the copywriting "The world is so big, go see it with your mom" next to it.

VOL.2 Love and Nurturing

Keywords: selflessness, great love, forever

Topic copy:

"My stomach can't hide my longing, and the wine can't hide my longing. Mom misses you."

"If she doesn't speak often, she'll often listen to her speak"

"Wealth accumulates bit by bit, mother's love gives everything"

Others care about how high I fly, but my mother cares about the hardness of my wings.

In terms of video plot , we can launch "Enjoy 100 Kinds of Happiness as a Mom". P&G shot a short film to tell mothers how to be a "mom" easily.

"Happy Mother's Day" Angel Yeast x a whale , Mother's Day is just one day in May, but mother's love lasts all year round. "On Mother's Day, you should give your mother the best gift" NetEase Intelligent Manufacturing x JD Home Appliances , give young people a little warmth and parental care.

In the offline venue section, we can hold a singing flash mob event of "Mother's Love" . Banks, restaurants, shopping malls, and scenic spots can arrange for more than a dozen children to sing mother's songs, such as "Only Mom is Good in the World", from different corners at a specified time.

You can dance square dance with your mother for 30 minutes. You can use video to record your mother’s actions, such as combing her hair or washing her feet, helping her with housework and washing clothes. Make your mom a meal she loves.

VOL.3 Epidemic and Protection

Keywords: Mom cooking, nagging about washing hands, home disinfection, taking body temperature

Topic copy:

Mom is the Chief Epidemic Prevention Officer of My Family

"Your wholehearted concern for the epidemic gives us complete peace of mind"

"Disinfected, safe, with mother's love, peace of mind"

"Mom's cautiousness is all for your fearlessness"

It can also be:

"A mother who goes against the epidemic line protects the world for her children thousands of miles away"

"Taking your temperature during the epidemic period is to worry that you will have a fever, but even more so that you will catch a cold"

When the epidemic comes, mom is the "reassurance pill"

"Mother's constant nagging leaves the virus nowhere to escape"

In terms of the video plot , we can launch the video plot: When the epidemic came, what were the mothers doing? Mothers always rushed to the front to block the virus and disaster for their children, but mothers ignored their own lack of protection. (Applicable to women's products)

Or: It seemed like every time I was sick, my mother was by my side. Later, when I was working hard alone, when I was sick, I had (cold medicine) to accompany me like my mother.

In the offline venue section, we can make an H5 production about the epidemic and the elimination of the virus. After the game is completed, Dabai takes off his protective suit and it turns out to be his mother.

Or you can start the topic #Mother's thoughts are a protective shield against viruses , and invite netizens to share the novel protective measures that mothers have taken to prevent the epidemic during the epidemic, or their thoughts in the form of rhymes, which can be used as reference by the public. The best winner will receive a prize.

VOL.4 More than just a mother

Keywords: motherhood, being yourself, grandma's baby

Topic copy:

"Before you became a mother, you were also a baby in your grandmother's palm. In your own days, please be that innocent baby in her palm again."

"Even at my mother's age, my mother's mother is still my mother's guardian angel"

It can also be:

"Mom is not only a mom, she is also herself"

"Don't let yourself down, don't let your child down"

Today is Mother's Day, give your mother back to yourself

Today is Mother's Day, give mom back to her mom

The word "mother" should not become a shackle (Door Lock)

In terms of video plot , we can launch a Mother’s Day video advertisement in which the Kangaroo Mommy delivers the brand proposition through a #as wonderful as before, without any trace of being a mother# : Live a wonderful life and don’t compromise on life because of pregnancy!

JD.com: "When Mom Is Not Mom" ​​highlights the greatness of maternal love by showing the different reactions of women to various things in life before and after childbirth. Video content: If you have one more hour every day,

In the offline venue section, we can offer a 50% to 80% discount to anyone who brings their mother to the store to buy a skirt.

Start a topic #UndefinedMom , and share what is the difference between your own mother and other people’s mothers. The one with the highest number of readers will receive a gift package from the platform.

H5 "Young Mother" restores the beauty of mother when she was young.

VOL.5 Damn it!

Keywords: Oh my god, so beautiful, oh my god, so great, oh my god, perfect, oh my god, awesome

Topic copy:

Oh my god, what a beautiful house

Oh my god, what a beautiful kitchen

Oh my god, what delicious ice cream

"Oh my god, this is so awesome, a 300-meter-high water roller coaster"

You can also use huge numbers to compare the efforts of mothers, such as the copy we customized for the Forbidden City hand-painted painting : "30,000 strokes, 600 days, comparable to mother's needlework"

There are also "I used to be as innocent as you, but now I am pure for you", "Don't forget to spend more time with your mother while looking at the world from afar", "You have revolved around me all my life, and this time I will revolve around you"

In terms of video plot , we can launch "Missing You" Kuaima Xiansheng's "companionship" is the best gift. "Love·Skin Knows It" transcends time, skin color, and national boundaries to warm every "mom" around the world.

"Mother's Day Wish" P&G's "Love in daily life is extraordinary", care for mother every day.

In the offline venue section, we can hold the theme event "Xiaoxin and Meiya are here to celebrate Mother's Day: Mom, I want to understand you better" . We can use Xiaoxin's feelings for Meiya to express "I"'s love and dependence on Mom. We can set up six common memoirs about "you" and "Mom" as the iconic game throughout the theme, and adopt the game mode of passing levels to unlock medals and redeem medals for gifts, so that the guests can find the detailed memories with their mothers that they lost in the process of growing up during the game.

VOL.6 My Mom Beats Me

Keywords: Hit me again, hit me memories, hit me reason, my mother hit me, Battle Hymn of the Tiger Mother

Topic copy:

"Just one blow, the touch will last a lifetime"

"My mother beat me to Tsinghua University, the United States, and Nasdaq"

"You've traveled thousands of miles, but my concern for you has never been broken"

I’m afraid of being beaten by my mother, but I’m even more afraid of my mother being sad.

besides

I’m afraid of being beaten by my mother, but I’m even more afraid of being beaten by her heart.

My World, a Part of It Was Typed by My Mom

《No matter how the times change, she will always be full of energy for you. Mother's Day, let love be charged up

In terms of video plot , we can launch the "Concert at Four O'clock in the Morning". The sleep patterns of new mothers recorded by Huawei WatchGT 2 were adapted into music, making us feel as if we can see the busy state of the mothers at four o'clock in the morning.

"New Trilight Mother's Day Special" , you grew up with me, and I grew old with you.

"Respond to mother's deep love with deep love" Through a letter written by a child, Yili Zhennong Milk proposed an initiative on this Mother's Day: Respond to mother's love with love!

In the offline venue section, we can be mom and hit me again. (Interactive case) "If You Love Me, Hit Me".

(Interactive activity) You can play with your mom, or forward it between couples or friends. "Mom, where do I come from?" 》H5 interactive game. When I was a child, I asked my mother where I came from. Choose answers, edit photos, and create topics. Use a mother's tone to remind her about the trivial matters in life.

VOL.7 Baby, Love

Deconstruction of the topic of baby and care , keywords: care, little hands, stumbling, world

The copywriting in this regard can be written like this: in expressing the love for the mother , "I like to call you baby, and I also like to be called baby" (young mother) , or from the aspect of the care and love the mother gives to us, "Quit the big world and devote yourself to the small world", "Take off your high heels and focus on the small world", "I promise you the stars and the sea of ​​the world, and I will never let go of your little hand from now on" .

How my mother loved me before, I love her the same way now. By combining this with the product, you can write "When I was a child, my mother was my driver." Today, let me be the driver for my mother”(Mercedes-Benz) . The homophonic pun is still used, "My Mom, My "Calcium" Hero". "Selected high calcium, paying tribute to maternal love" (Mengniu) . It can also be compared to, "There is always someone reminding me to set off, only my mother reminds me to go home."

The video content can be used as a reference, such as Pechoin’s "Beautiful Lies" . The mother always teaches her children not to lie, but she didn’t expect that she is the person who loves to "lie" the most in the world!

OLAY's "Mom, I want to introduce you to a princess" , OLAY shot a fairy tale-themed TVC for young mothers.

And Midea’s “First Mother’s Day” , the first time being a mother, the first time celebrating Mother’s Day. The boy in "The Accompanying Mom" ​​has his future hidden in your love. These are all very creative points that can be learned from.

Our experience activities can be designed. "QQ Music" can scan the QR code to send a music love letter , and share it with mothers through the link.

Use the "Wishing Tree of Love" and decorate the "Mother's Book" with colorful lights and ribbons. Mothers and children hang the confirmed wish boxes on the wishing tree, allowing the tree to continue to convey our love.

Educational institutions can distribute small paper bags containing sunflower seeds to children, who can plant them with their mothers and give them to their mothers. The paper bags should be printed with instructions for planting the seeds and have information about the institution on the back.

VOL.8 Super Mom

Deconstructing the Topic of "Super Mom"

Keywords: all-round, celebrity mom

The copywriter can write from the perspective of the special identity of a mother : "Only mothers and children truly share a heartbeat."

You can also write from the perspective of a mother who is omnipotent : "Thank you for not being a superman, but for becoming omnipotent for me." In return, "My little cotton jacket will work hard to become your bulletproof vest."

If combined with famous works, assuming that the characters in the famous works who have no mother or lost their mother at a young age have mothers, will they have different life paths and endings:

"If Voldemort had a mother by his side and understood love, he would not have exterminated all the Muggles"

"If Lin Daiyu had her mother by her side, she wouldn't have lived under someone else's roof, and her beauty would have suffered a tragic fate"

"The children in Water Margin would be less troublesome if they had their mothers with them"

"If Li Bai had his mother by his side, he wouldn't get drunk every day and make the court unhappy"

The content of the video can imitate the Kuaishou video "Mom is not Superman, but her love for me exceeds that of anyone else" , which is a story about a family. The little girl always thinks that her father is strong and does a lot of things at home, so her mother seems insignificant. Later, the story turns around and it turns out that mom is not Superman, but her love for me exceeds everything.

Based on the above, we can extend some more creativity, such as "Mom is not Superman, please be more considerate of her." Mom's contribution is in every meal, every piece of clean clothes, and her contribution is in every detail.

The product experience activity can be made into a "Super Mom" ​​H5 . Enter the keywords and you will see portraits of moms photoshopped out of various cartoon animals.

#Only Moms Are Cruel in the World . 360 shows the different sides of mothers in various situations, with corresponding copywriting and pain point mining to properly implant products. You can also set up a beautiful Superman head background board suitable for women in the mall. Welcome and encourage every mother to take photos there.

VOL.9 Awards announced, confession

The related words for the ninth topic deconstruction are: give reward to mom, say it immediately, confess bravely, and return it to mom.

The copy can be written like this: "The most beautiful love words, awarded to my mother", "Maybe there are no angels in the world, so mothers exist". If combined with business, it can be written as "I stole my mother's cosmetics when I was a child, and now I have to return them to her" (beauty), "Love does not need to cross mountains and rivers, and filial piety does not need to cross oceans" (smart products).

You can also express your feelings directly without too many metaphors: "Mom, you can be an adult outside, but you can be a child with me", "Mother's Day icon is just one day in May, but mom's love is year after year."

You can also say, "My mother has paved the road with her heart, and she's afraid that I'll stumble." or "Don't worry about getting old, my mother will definitely be very cute when she's old."

Or use analogies. For example, Linghu once used the analogy of the wind in mother's ears and the wind in the calendar to write the copy "What makes people miss the wind in the ears full of mother's nagging is the wind in the ears of mother."

For video creativity, you can learn from Dali Intelligence, which released a heartwarming video titled "One Sentence to Illuminate Mom" ​​on Mother's Day. The video used various methods that children used to celebrate Mother's Day for their mothers, expressing their love for their mothers.

You can also create video content like this: After a woman becomes a mother, her lifestyle changes, but she always expresses her love to her daughter directly. When the daughter grows up, she also expresses her love as boldly as her mother.

Or: Many people who miss their mothers tell themselves to wait a little longer, but the phrase “wait a little longer” will make you miss a lot.

The experience activity can be made into the most beautiful love words like "Himalaya", record the words and generate a QR code, and send it to your mother. You can also handwrite a love letter to your mother and boldly express your love for her. The merchant will have a messenger to help you deliver the letter.

Or on Mother's Day, if consumers can take the initiative to call their mothers and express their love in front of the merchant's camera, they can get discounts.

VOL.10 Mama's Girl

The associated words for the deconstruction of the tenth topic are: Mom said it’s cold, Mom’s logic, my mom said, listen to Mom.

From the perspective of "Mom said", the copywriter can write:

"Mom said, if you fall down, it's a good time to lie down and rest"

"My mother said that a body that is formed by starvation always lacks some flavor"

"My mother said that smart people always use stupid methods"

"My mother encouraged me by saying that ideals are worthless but worth it"

No one can forget mother's nagging. The copy can be written as "In your mother's eyes, you are never full", "When I was a child, I always wanted to travel the world with a sword, but when I grow up, I just want to stay by my mother's side and listen to her count the years", "Being reminded is happiness, being fed is happiness, in front of her, I will always be a baby" (Wahaha) .

As a mama's girl, "Let me tell you, I am a mama's girl and I will always love my mom."

The video content can be created as: Mom has said a lot of things, and you can even summarize a set of exclusive quotes from her. And I am like I have never had a rebellious period, and I have become what everyone calls a "mama's girl", but I don't care because I understand my mother's love.

You can also write from another perspective: My mother seemed to have her own logic, such as smart people always use this method, etc. It was not until I experienced it myself that I realized that what my mother said was right.

The experience activity can be done by starting the topic #I am a mama's girl, what's wrong with that? Share your daily life as a mama's girl and the heartwarming stories about your interactions with your mother. The readers with the highest number of likes will receive a Mother's Day gift box from the merchant.

You can also take part in the mother-daughter tacit understanding challenge in the mall. If the two have the highest tacit understanding, they can receive exquisite gifts from the merchant.

VOL.11 Companionship and Bonding

Topic 11: Deconstruction

Keywords: go home more often, help mom cook, listen to mom’s nagging, mom’s time.

Copywriter:

"My mother taught me to write when I was little, and I taught her to type when I grew up"

《The day you come home is Mother's Day for your mother》

"Instead of posting pictures online, why not accompany her to take a shower?"

It can also be told from different angles : "It's not the years that stole my youth, it's you", "The biggest empty words in the world are 'Mom, I'll go home when I'm free'", "I haven't grown up yet, so you don't dare to have gray hair yet", "You have friends from all over the world in your phone, and you are the whole world in my phone."

Video plot: You don't have to walk alone at night. No matter how big the city is, you don't have to be afraid of being alone. Mom doesn't want you to be the only star in the night sky. I hope you have someone to discuss everything with. (Consulting)

Or: Mom’s company is like that of a traveler and a star; you may not see her all the time, but you know she’s there. (Home, APP)

You can also say: I am like a thief, stealing my mother's youth and occupying her entire life. At the end, my mother says that she enjoys it.

Momo: "Can a single mother fall in love?" 》 , Momo focuses on single mothers and speaks for them. In the public's impression, mothers represent responsibility and selfless dedication, especially single mothers, who are labeled with too many labels.

The experience activities can be set up as: launching offline activities to teach mothers how to edit photos and how to use mobile phones. Suitable for restaurants, first floor of shopping malls, and real estate sales offices.

A modern version of "The Tadpole Looking for its Mother" reunites and goes home, or imitates Cadillac's "Without rear-wheel drive, it's not luxury" , interspersing various urban life gags into the search for mother to arouse resonance of the topic.

VOL.12 Famous Quotes

This can be divided into three parts: poetry, lyrics and famous quotes.

Poetry:

• The loving mother’s hands sew clothes for her son.
• I sew my clothes tightly before leaving, fearing that I will return late.
• Who says that the love of a child can never repay the kindness of his parents?
• The loving mother waits at the door with affection, while the wandering son suffers on the road.
• Parents devote all their efforts to their children. How pitiful are the parents in the world!
• Children play at their knees, and mother and children talk in front of the lamp.

lyrics:

• Every night I think of my mother's words and my tears sparkle like Rubin flowers.
• Listen to mom, don't let her get hurt, grow up quickly so you can protect her.
• Mom, mom in the candlelight.
• My mother’s kiss, that sweet kiss, makes me miss it till now.
• Ah, this person is mom, ah, this one is mother.
• Mom, mom, I miss you. It is you who gives me courage.
• Mom, I am so lonely, as lonely as a stone on the roadside.
• I bought a pair of dancing shoes for my mother. Don’t be reluctant to wear them. I will definitely dominate the square.
• A magic spell called mother starts a sweet battle.

saying:

• All the glory and pride in the world come from mothers. (Gorky)
• Mother's love is a huge flame. (Romain Rolland)
• The most beautiful voice in the world is the call of the mother (Dante)
• Mother's love is the greatest power in the world (Mir)
• In the mouth and heart of a child, mother is God. (U.K)

This is the end of this issue on Mother's Day marketing.