The marketing of each festival is like a large arena, in the brand melee, some brand marketing effects are unbeatable, and some are the first to be eliminated.
In fact, the latter mentioned by the guillotine is the Blue Moon we talked about a few days ago: The Blue Moon poster was dissed by the whole network: You and your dad don't know how to do laundry?
Mother's love is an eternal emotion that has existed since human thought and language. It is rare for a brand to be able to talk about the ancestral topic of maternal love in just a few sentences......
The advantages of ancestral topics are that there are many reference cases, a complete narrative system, and high security. The disadvantage is that the creative market is easily saturated, and it is not so easy to find new ideas.
The creative market of emotional marketing is becoming more and more saturated, what other way can we express mother's love? What kind of ideas can avoid risks, avoid rollovers, and be eye-catching enough to get rid of mediocrity?
Here are a few examples of how you have won the Mother's Day marketing arena.
01
Show the power of "he" in parenting, so that "she" is no longer widowed parenting
Babycare, a mother and baby brand, has developed six new products and filmed dads in parenting and cross-dressing in the form of short videos.
For example, this dad arm swing makes his strength more "dad" and exposed.
This advertisement provides insight into the mother's parenting demands, so that the father can fulfill the childcare obligation and establish a correct view of parenting for consumers. The brand also used bizarre products to solve the pain points of the father's parenting scene and help the fathers.
Proya, a big beauty brand, filmed a dignified TVC, and still played the emotional card for emotional marketing. Gently using the busy figure of the mother to complain about the pressure brought by the unequal gender division of labor to the mother.
"Good" is praise, expectation, but also the unbearable weight of life, and the pressure of gentle swallowing. Proya started with the traditional children's song "Only Mom is Good in the World", and asked people rhetorically, do you only need mothers in the world?
02
Caring for special mothers and re-examining the eyes of mothers
On Mother's Day, McDonald's Korea launched the "Mom's Bed" project and brought Mom's bed to the streets.
The project was based on an insight that mothers who work hard to accompany their children in Korean hospitals can only rest on a narrow 160cm×60cm bed.
On Women's Day last year, the Weibo topic #Nearly one-seventh of mainland postpartum mothers will be emotionally anxious# was read 170 million times, and there are still voices saying "insensitive", "hypocritical", "incomprehensible" and so on.
Focusing on postpartum depression, the mother and baby brand Shixi launched a public welfare project called "Delight Moms", and launched a public welfare short film "Confessions of a Mother" that calls for attention to postpartum mothers' depression, focusing the lens on postpartum mothers and listening to their voices.
The social software Momo also captures a type of mother role that is more common in today's society: single mothers. Momo found that single mothers always hear all kinds of harsh voices and face various difficult choices after becoming "single parents".
Momo encourages single mothers to listen to their own voices and make their own choices: anyone can come to talk about you, but the people who love you won't.
03
Break through the generational gap and relive the deep love of licking calves in communication
On Mother's Day, the creative agency Mother of New York handed the microphone to mothers, surveyed what mothers in the company wanted to say to their children, and made these words into outdoor posters to be placed on the streets. Highlight the mother's main thinking in this festival.
We can also see some small complaints from mothers.
"I used to pick up your poop, and now you shovel their."
"Don't expect me to take out the garbage for you."
"Follow your dreams, as long as it's not an adolescent."
"Tell your counselor about me."
"Be a good person, like you say in your online dating profile."
"I know, I know, you're too busy talking to someone on the phone to go home."
And a super cool mom put it this way:
"You're so dead at work,
Is it worth the wine I gave in October? ”
Last year, Uniqlo put a cute and simple advertisement in the newspaper that quickly evoked everyone's childhood memories: Cherry Maruko and her mother wanted to say to each other.
Just like in the newspaper, Maruko and her mother are separated by a bunch of news. In East Asian families, love has always been far away from daily trivial matters, and it is difficult to speak.
From the above cases, we can briefly summarize some experiences of Mother's Day emotional marketing.
In fact, just like the truth, the characteristics of a good marketing case are always true and stable.
1. The three views are the most important. Traditional values may have been quite popular in past advertisements, but the brand's three views must keep up with the progress of the audience.
2. Long live insight. Let go of the arrogance of the "brand gaze" and see the truth of life with the naked eye. For the undiscovered points of consumers, the brand can act as a "mouth substitute" to resonate.
3. Regardless of the gorgeous appearance or simplicity, the attitude is sincere, it is always moving.