As Adweek wryly noted last year, Mother’s Day has become a “cryfest for advertisers”, with brands pulling out all the stops in moving campaigns that tug at the emotions. And why not? We are celebrating the most important woman in our lives.
But for brands looking to celebrate the occasion, not every event has to go the tearjerker route.
Remember, it’s the experience that counts. These three campaigns from 2015 found a creative way to design meaningful events for moms. Take a page from how they did it to come up with your own one-of-a-kind celebration.
Fox International Channel—FIC Loves Moms
The Hook: Grade-A pampering
The multi-media company understands that people often take out and pamper their mothers during this day, so it offered this alternative: Mom Camp. Held in the luxe Newport Plaza, Resorts World Manila, the camp provided a bevy of luxuries that mommies can enjoy for the entire day, like massages, nail spa treatments, and makeover sessions. FIC Loves Moms definitely raised the level of the mother-pampering experience.
The rest of the family wasn’t left out of the fun, either, with dads and kids trying out the arts and crafts stations to create instant Mother’s Day presents.
The Project Mom Favorite Finds Fair, Exhibit, and Mother's Day Celebration
The Hook: One-of-a-kind shopping
Complete the whole Mother’s experience with some select shopping finds. Project Moms' Amanda Griffin-Jacob and Bianca Araneta-Elizalde showcased unique items for their fellow moms during the fair held in Glorietta. From baked goods, organic baby food, to artisanal handbags, everything on display was a surefire steal.
Bb. Pilipinas Beauty Queens Celebrates Mother’s Day
The Hook: Fun fitness routine
When three stunning ladies—Miss Universe Philippines 2015 Pia Wurtzbach, Bb. Pilipinas Intercontinental 2015 Christi Lynn McGarry, Binibining Pilipinas Supranational 2015 Rogelie Catacutan, and Binibining Pilipinas International 2015 Janicel Lubina— brought their moms to a Mother’s Day Zumba Fitness Dance Party at Araneta Center, it became an experience for everyone to remember. Hosted by celebrity dance instructor Regine Tolentino, the mom and daughter event celebrated motherhood, health, and beauty through energetic dance.
Mother’s Day relies on meaning to make it special. Finding new and creative takes to create connections and experiences can ensure a successful event.
What made Mother’s Day memorable for you? Can you translate it into a special event? Share your thoughts in the comments below.