L2 Original | Brands Create Dialogue by Letting Consumers Thank Mom on Mother’s Day

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Thanking Mom on Mother’s Day used to consist of a thoughtful gift and breakfast in bed, but a new breed of digital campaigns is adding a twist to the family holiday.

Although Google’s one-day-only purple flower may be one of the most recognized of branded tributes to Mom, companies like Coach, Michael Kors, and Estancia Hotels and Spa Resorts are using the thankful sentiment of Mother’s Day as a means for getting consumers talking.

Coach Gets Consumers Sharing with Mother’s Day Stories

Coach’s Mother’s Day Stories integrated across their website and Facebook page gave consumers around the world the opportunity to post pictures alongside recounted memories in a social environment. The idea let anyone post their fond moments with Mom in a social environment that let others like and share their favorites of the bunch.

The idea in and of itself sped up Coach’s Facebook fan growth (the brand gained 12,000 fans in the month before Mother’s Day), but where really Coach excelled is in their characteristic ability to bring influencers on board. Coach’s blogger relationships are one of the best in the prestige industry, as reflected by the collection of recognized figures that posted fond memories of Mom within the context of the campaign.

By Mother’s Day Coach acquired narratives from Michelle Adams, Gretchen Gunlocke Fenton, Eva Chen, Lauren Sherman and a slew of others. The entire experience was connected to Coach in ways that encouraged sons and daughters to appreciate mom with a Coach bag, but the sales pitch was never too pressing to take away from the sweet sentiment in and of itself.

Thank Mom with a Michael Kors Joan Bag

Michael Kors also created a social experience around Mother’s Day with a video campaign. Kors’ own contest kickoff video with his mom started the buzz in an authentic way, but a lack of uniformity in how the contest was presented and curated made it a bit difficult to navigate through the video stories so many fans shared with the world.

Estancia Encourages Twitter Chatter with a Giveaway

Estancia La Jolla took the Mother’s Day thankfulness to Twitter with a Spa Giveaway that gives one mom the royal treatment with a one night stay, 50 minute massage, and free mani-pedi. The #EstanciaSpaDay entry hashtag gathered a slew of thankful sons and daughters coming up with the most creative ways to show their appreciation in 140 characters.

A New Branded Mother’s Day

All three campaigns show a dedication to consumer engagement on social channels, but this could mark the beginning of new expectations from Mom. From a brand side it’s genius, because who in their right mind would say no to Mom or create something half-hearted in her honor? With Father’s Day on its way it will be interesting to see if the day creates the same kind of social engagement campaigns.

This entry was posted on Sunday May 8, 2011 at 4:00 pm and is filed under Fashion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.