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06 May


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Retailers Use Social to Engage Mom’s Day Shoppers

May 6, 2011 | By | No Comments

With Mother’s Day coming on the heels of a late Easter, I’ve found myself scrambling for gift ideas this year. Why? Susannah Edelbaum, on fashion ecommerce blog The High Low, writes that Mother’s Day has a bit more emotional oomph than other non-religious holidays, like Halloween. So what better way for retailers to promote the celebration of all-things-mom than through social media engagement?

Susannah shares examples of a few prominent retailers using social networks to engage Mother’s Day shoppers:

  • Coach invites consumers to share their favorite memories of mom on the brand site as well as through Facebook.
  • Jewelry giant Zales invited moms to vote for their ideal gift in a Facebook poll and used the results to create “A Top 10 Gift” shopping guide.
  • Macy’s on Facebook features a “Thank a Mom” e-card service, which will donate $5 to charity for each card sent, up to $400,000. The sender gets to choose from a list of pre-selected charities.
  • Kohl’s Facebook page promotes the Brag about Mom contest. Users submit photos of mom and invite Facebook friends to visit the page and vote for the entry. The grand prize winner earns a $500 Kohl’s e-gift card and one fan favorite submission will become the Kohl’s Facebook picture for a week.

But my favorite is P&G’s Thank You, Mom campaign. I saw the TV commercial for the first time this morning and it turned me into a weepy mess. It shares the compelling story of mom Kerry and daughter Molly, who is a Special Olympics athlete. The spot is available on Facebook and is paired with a link to Video Creator, where consumers can create a personalized video for mom.

Have you seen any engaging Mother’s Day social media promotions?

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