All of us here at IMPACT would like to wish a Happy Mother’s Day to all the Moms out there.
We hope your day is a special one, and that you (hopefully!) enjoyed the fact that you didn’t have to plan dinner reservations or have any part in cooking a meal. After all, this is your day!
Earlier this year, Facebook polled its users on what they planned on getting that special woman for Mother’s Day. Flowers took the top spot, while jewelry came in at second. (Sounds like a wonderful day!)
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Flowers? You Shouldn’t Have
Believe it or not, the Mother’s Day marketing efforts for 1-800-Flowers begins a lot sooner than you’d expect.
In an effort to gauge interest and also what consumers will respond to, 1-800-Flowers kicks of their campaign early with its “Make Mom’s Proud” campaign.
As part of the campaign, Facebook users can submit photos of themselves with their Moms. Following the submissions, a voting period takes place where users vote on the photos, which are also posted to the 1-800-Flowers Facebook page.
Chris McCann, President of 1-800-Flowers, said they also plan on using the photos for sponsored stories ads that they plan on running.
“It’s a way for us to start learning and testing with our consumers what they will respond to as we move into the marketing of the holiday,” said McCann. “From a product point of view, from a message point of view, it allows us to really tweak and optimize the marketing messages and products that will be featured throughout the rest of our marketing program as we get into the full swing of the holiday.”
McCann added that 1-800-Flowers ran a similar ad last year for Mother’s Day and saw one of the sponsored stories advertisements featuring a military mom reach “three times the level of engagement of any other ad we ran.”
Jewelry? Ooo…You Definitely Should Have
As sweet as flowers can be, what Mom wouldn’t love a shiny new piece of jewelry to add to their top dresser drawer?
Coming in at number two for the most common Mother’s Day gift, it’s no secret that Facebook, again, plays a role.
Zale’s Jewelers, in particular, utilizes Facebook as the very center of the Mother’s Day marketing campaign.
Their “SuperMom” campaign includes ads in TV, print, catalogs, online, email, Twitter and Pinterest, however, Facebook is the main focus of the campaign.
When users visit the SuperMom Facebook app, they can nominate their Mom as well as enter for a sweepstakes to win a $2,500 Zale’s gift card. Users can also click on over to the corresponding Pinterest board for gift ideas.
When a user nominates their Mom, they also submit a story along with it describing why their Mom is a Super Mom. One SuperMom is chosen, who then receives the $2,500 Zale’s gift card.
Quite the Mother’s Day gift if I say so myself.
Users can also view the roughly 7,000 stories that have been shared. I think it’s safe to say the engagement was a success.
There are many lessons to be learned here.
How is your Facebook account engaging with your customers? Is it at all?
In order to build a loyal following on Facebook, you must first give users a reason to follow you in the first place.
Keep them informed. Keep them interested. But most of all, stay engaged with them.
- 1-800 Flowers’ “Make Mom Proud” campaign attracts many followers to their Facebook page.
- Zale’s Jewelers “SuperMom” campaign enables users to upload stories on their own Moms, rewarding the winner with a $2,500 gift card.
If you’re interested in maximizing your Facebook marketing efforts, contact us today to schedule your free marketing analysis.