Analysis of Mother’s Day Marketing Promotion Case Studies!

Gorky said: "All the glory and pride in the world come from mothers." Maternal love is the greatest and most selfless feeling in nature. As children, we should all be grateful to our mothers. Therefore, there is Mother's Day, a holiday specially set aside for mothers. On this day, many people will give a gift to their mother to express their love, and this has become a great business opportunity for businesses. Therefore, marketing activities launched for Mother's Day are endless, and new ideas are created every year, and this year is no exception.

KFC's Mother's Day advertisement this year sparked heated discussion. Ever since KFC updated its logo some time ago and changed the original old grandfather image into a handsome uncle, it seems to have started to play with a "funny" style. This advertisement is hilarious. In the advertisement, several muscular men are dancing striptease. In the end, the remaining underwear spells out the theme of the advertisement: "how does it feel to be the coolest mom in the world". This advertisement has caused controversy among netizens due to its excessive scale and skirting of the law. Many people said that it was "too disgusting", "bad taste", and "moms will be scared", but some people think that this advertisement is not aimed at the Chinese market. Due to cultural differences, such advertisements may gain more recognition in Europe and the United States because mothers as women also have the right to enjoy "male beauty". In short, this KFC advertisement has gained enough popularity in terms of marketing, but its sales effect is still uncertain.

Whether it is the youthful logo or the stripper in the Mother's Day advertisement, we can see that KFC is actively catering to the young people's market and undergoing transformation. But does launching an advertisement with a strong hormonal flavor on Mother's Day fit in with KFC's own brand image and positioning, and does it meet the market consumption needs during this festival?

With the "previous experience" of Durex and Heytea's 419 marketing failures, KFC is facing controversy this time for the same reason, that is, if the large scale is not maintained in moderation, it can easily become vulgar. At the same time, as a restaurant brand selling fried chicken, it is not very compatible with such a large scale. At least, for Chinese consumers, this advertisement is not elegant and outstanding.

The Beast’s “Sassy Operation” in this Mother’s Day Marketing

KFC’s “alternative advertising” makes many people feel that it is too much, but coincidentally, in this Mother’s Day marketing case, there are other hilarious “sassy operations”, such as The Beast’s “Mom, hit me again”.

As an art and lifestyle brand involved in many fields such as floristry, beauty, home textiles, and jewelry, The Beast should have its own experience in the field of female consumption, and it is even more anticipated on Mother's Day, a unique women's holiday. Although this marketing creativity quickly became popular, it is not optimistic.

Different from the usual sentimental approach, The Beast takes the opposite "emotional marketing" approach, which is "Mom, hit me again." Many people have experienced being beaten by their parents for making mistakes when they were young. This is not a good memory. It is confusing that Fauvism uses such a theme as an entry point for emotion. So when netizens saw this gimmick, they were all surprised, because today's society does not advocate "stick education" by parents, so topics such as "beating children" and "being beaten by parents" are somewhat sensitive. Of course, some people also said that although being beaten by their parents when they were young was not a happy thing, they feel very familiar when they think about it now.

This marketing campaign by The Beast quickly became one of the hot topics on the eve of Mother's Day. The controversy over "Mom, Hit Me Again" was not just about the weird theme, but also about the family portrait set. The products in the set include ostrich feather dusters, leather fly swatters, brooms and other daily cleaning products with relatively high-end workmanship, but their prices are not "ordinary", with a price of 569 yuan. After seeing this, netizens said it was "breathtaking" and that if they bought such expensive cleaning tools, they would definitely be "beaten again" by their mothers.

Although the Beast's marketing campaign quickly gained a lot of popularity, judging from the general response of netizens, it seems that the marketing effect is not very good. Most people are happy to make fun of it but also clearly stated that they "don't buy it." Therefore, such a marketing method that simply attracts attention is difficult to arouse the consumption impulse of the target group and cannot be converted into sales, so it is unsuccessful.

"Quirky" marketing like this. It is indeed full of creativity for promotion and dissemination, but for merchants, the ultimate goal is to sell products and sell more. If the market demand and consumer psychology are ignored, the popularity will be ineffective.

It can only be said that this strange marketing method is indeed out of place on a holiday like Mother's Day that is full of warmth and gratitude, and the risks it poses are indeed considerable. There are actually many ways to reduce risks effectively, and many common models in the past can play a good role.

Take the warm route and play the emotional card

For a holiday like Mother's Day that can evoke people's family affection, taking the sentimental route is a tried and tested approach.

Everyone cherishes and is grateful for family affection, and this is an eternal topic. There is no need to talk about how old-fashioned the sensational routine is, nor is there any need to say that playing the emotional card is exploiting feelings. As long as it works, it is successful marketing. Heartfelt copywriting, touching stories, tear-jerking comics, no matter how ordinary and common they are, can resonate with people and evoke nostalgia and gratitude for mothers and family affection.

Jiang Xiaobai is already a veteran in sentimental marketing and content marketing, so such heartfelt copywriting is no problem for him. During last year's Mother's Day, Jiang Xiaobai launched a series of poster copywriting, each word of which was carefully crafted and each sentence was heart-wrenching: "When I was a child, I always pestered her to tell me stories about Superman. When I grew up, I was tired of her nagging me about questions that I disliked. When I was a child..." This series of sentences not only triggered warm memories in my heart, but also reflected the reality, which made me reflect and feel guilty about my mother. The heart-wrenching copy, coupled with vivid and simple illustrations, can easily trigger resonance and emotional outburst. Maternal love is a noble emotion, but also a very ordinary emotion. No matter how common the copy is, it can always touch the heart of this family affection.

Coca-Cola's tear-jerking advertisement is similar. On Mother's Day in 2015, Coca-Cola launched a touching video advertisement. The protagonists of the video are a Hispanic mother and daughter. The mother is getting older and the daughter is growing up. This process of growth and aging is recorded with a warm lens. Coca-Cola also appears as a witness in the scenes at different stages. This video is also unique in that it allows for interactivity, as the perspectives of the mother, child, and grandchild in the video change with clicks, giving viewers an opportunity to think from their perspective. This advertisement, full of exotic atmosphere and tear-jerking moments, undoubtedly touched many people and is a commendable example of successful marketing through leveraging a trend.

It seems that focusing on warmth and touching moments is a timeless promotional method for Mother’s Day.

People's consumption motivation on Mother's Day is basically driven by emotions, so playing the emotional card is not only simple and effective, but also low-cost and easy to operate, making it the first choice for many businesses' Mother's Day marketing method.

A gift guide for children who have trouble choosing gifts

Although many people want to show their filial piety on Mother's Day, they are overwhelmed by too many choices and too little time. The vast amount of product information on e-commerce platforms is overwhelming. Children who don’t have time to choose or have difficulty making choices have no idea what gifts to give their mothers. Therefore, many brands have launched holiday selections and gift guides to meet mothers’ needs and enable consumers to quickly find suitable gifts.

Versace has launched such a 2019 Mother's Day collection, including two series: handbags and sneakers. From the handbags recommended by the brand, we can see a variety of retro-style handbags, which are fashionable and elegant, exquisite and practical, and have unique brand characteristics, and are very suitable as gifts for women; its Cross Chainer sneaker series is lighter than ever before, with tough materials, a bold appearance and a "power" font, expressing praise for mothers, and is also very practical. It can be seen that Versace started from its own brand characteristics, integrated its philosophy with its understanding of Mother's Day, and selected such a gift list with great care.

Like Versace, the gift list prepared by Xiaomi is also very practical and comprehensive. From communications to daily life, there are different products such as mobile phones, air conditioners, televisions, vacuum cleaners, purifiers, etc. The price range of these electronic products varies, which is of great help and reference for consumers to choose. Moreover, these products can indeed give mothers more care in daily life.

Gift lists and guides provide a "shortcut" for consumers when selecting products. Effective and reasonable reference suggestions can often be of great help to many people who are tired of making choices, and they can often be successfully adopted. Many selected e-commerce products such as "strictly selected", "selected" and "selected" can become a trend, which also meets such needs.

Therefore, considering "what to buy" for consumers is also a good way to attract customers.

Take a different approach and attract attention with creative thinking

Although the sentimental approach can always make people place an order with tears in their eyes, after seeing it too many times, they will feel that the creativity is all the same. In comparison, creative marketing is more interesting and its effect is not inferior to the above two marketing methods.

For Mother's Day 2018, car brand Jaguar launched a very unique poster. The poster is made of an ultrasound image, so it is very visually impactful. However, the ultrasound image that should have shown the position of the fetus is actually a Jaguar car, and is accompanied by the slogan: "You must be the pride of her life." This gives people who see the poster a double visual and spiritual shock. It is not only vivid and interesting, but also combines the brand temperament with the festive atmosphere in a unique way of thinking.

This promotion method, which is different from previous marketing thinking, reflects a multi-dimensional thinking and can always bring a refreshing feeling to consumers.

Roseonly flowers also cleverly used another way of thinking to promote marketing, that is, from the perspective of a father, giving a bouquet of flowers and a set of jewelry to the mother, allowing the mother to relive the romance and beauty of her girlhood. Mother's Day seems to give people the feeling that children express their gratitude and love to their mothers, and the father's presence is not strong. It is indeed unique to use the identity of "father" for marketing. Moreover, this approach extends the love for the mother to the family ties of the entire family, and has more emotional connotations.

Both of the above cases achieve a unique yet reasonable effect, making people feel surprised and interesting without losing sight of the brand and holiday themes. Using unusual thinking to carry out Mother's Day marketing planning requires more creativity and time, but this is precisely a higher quality and more sophisticated marketing idea.

Some more traditional marketing methods can also be helpful

Due to the development of the Internet and new media, various marketing methods can be achieved through e-commerce websites and content social platforms, so these marketing methods are more popular, fast and diversified. But many traditional marketing methods are not outdated and can also play an important role in Mother's Day marketing.

International jewelry brand Pandora achieved great results through email marketing during Mother's Day in 2017. Pandora first carried out regular and simple promotion on its official blog, and then sent out a series of emails. The brand's emails were sent in two waves. The first wave was in the weeks before Mother's Day, and the content included some creative ideas and gift recommendations provided by Pandora; the second wave was during the Mother's Day promotion period, specifically introducing the Mother's Day promotion to the recipients.

Email marketing is highly proactive, which makes the target consumers receive marketing information at a higher rate. In addition, providing gift suggestions and making concessions are also good ways to attract user attention. In addition to email, conference marketing is also a good way.

Conference marketing targets target customers and introduces and promotes products to customers through different conference formats. For example, in 2015, the American casual brand J. Crew held a tea party on Mother's Day. At that time, all customers who left email information were invited to participate in the tea party. The theme of the event was to let daughters spend more time with their mothers, which was very suitable for the hot topic of Mother's Day. Customers were also advised to buy more J. Crew clothes for their mothers, and the event promised that every participating customer would receive surprises and gifts for every purchase. This tea party not only meets consumers' consumption needs on Mother's Day, but also allows customers to feel the merchant's sincerity through real-life interactions and preferential benefits.

It can be said that traditional marketing methods such as conference marketing and email marketing are still in use today, and their vitality is self-evident. These two methods have considerable advantages in reception rate and targeting respectively, and both can clearly convey marketing information to every consumer.

Mother's Day is a holiday of great significance to ordinary people, but for businesses, it is a good opportunity to increase product sales, so a "war" is inevitable in marketing. How to choose the right marketing method requires combining the nature of one's own products, the characteristics of consumer market demand, and the cost efficiency of different marketing methods. I hope the above marketing cases can provide some reference for Mother’s Day marketing activities.

Related reading:

1. Brand marketing planning: 6 classic creative templates!

2.How to build a brand communication system?

3. A must! 18 hot spot tracking tools for marketing and promotion operators!

4. How to plan marketing activities for those festivals that are “difficult” to leverage?

5. Brand marketing promotion: the underlying logic behind Durex’s content marketing!

6. Brand marketing promotion: How to learn the product placement of “The Debaters”?

7. Brand marketing and promotion: How does HEYTEA build its brand?

8.2019 Internet Marketing Promotion Tips!

Author: No authority

Source: PR Home