Mother's Day Marketing Tactics During COVID-19
As you might expect, Mother's Day is playing out a bit differently this year. Consumers are unable to participate in the vast majority of usual holiday activities. Let's take a look at how brands and businesses have altered the way they are advertising for mothers day in response to COVID-19.
For more information on programs brands are using to adapt to the COVID-19 crisis, check out CDA's recent ebook.
Be Unconventional and Make it Interactive
From a purely creative standpoint, KFC is going their typically irreverent route this Mother's Day. They have released a video in the style of Chippendales dancers, featuring the Colonel at the front. Where the campaign gets interesting, however, is in the follow-up. The video leads to additional interactive features and promotions, including a call to action for users to submit their own videos in the same style.
In contrast, the brand is also offering a video chat space that encourages a more authentic Mother's Day experience with filters, stickers, and free delivery on orders over 20$.
Align with a Cause
Fashion retailer, Cuyana decided to promote some Mother's Day appropriate items by matching each purchase with a donation. “For every gift purchased from our Mother’s Day Gift Guide through the end of May, we are donating 10% of all proceeds to Every Mother Counts. Additionally, we are donating 100% of proceeds for every Mini Travel Case purchased.”
The benefit of this approach is twofold: first, the brand benefits from the positive association with the cause. Second, the promotion gives shoppers a sense of ownership and participation at a time when many feel helpless, along with a clear incentive for patronizing the brand.
Partner with Other Businesses
Tequila brand Tanteo has partnered with a Bar in east village New York to create a margarita set up called “Margarita with Mom.” The package includes a full 750ml bottle of Tanteo Tequila, artisanal mixers, garnishes + a bag of chips. The idea is to provide a more complete brand experience that would otherwise be impossible for consumers without leaving the house.
In a similar vein, local restaurants are creating specialized Mother's Day brunches and meal kits for pickup. Most of them are using platforms like Facebook, Twitter, and Instagram to promote these ideas to local customers.
Non-profit Pajaro Valley Shelter Services has a yearly Mother's Day marathon race. This year, they have turned it into a virtual event by having people register for the “race” and then committing to a certain distance matched with a donation. The call to action for social media is: “Post your selfies, pre-and post-race pictures, and tag us on Facebook and Instagram @pvshelter so we can re-share your photos!”