In society, the identity of "mother" seems to be expected by the public.
People have similar expectations for the identity image of mothers, and we can always hear seemingly conventional expectations and evaluations in life, such as "no one should be a mother", "someone who has already become a mother, and is still so immature", "being a mother is strong", etc., shaping our understanding of "mother", suggesting to us, as mothers, how the image of an individual should be.
Although the establishment of this image presents collective characteristics to a certain extent, it is not a completely objective and true representation of the image of the mother in society, on the contrary, it has gradually become the "shackles of honor" for women, and the loneliness and depression that the "mother" may exist or accumulate as an independent individual cannot be seen.
As an observer of the female community, Proya is keenly aware of the meaning and expectation of the mother's existence as an "independent individual". After talking to a large number of mothers, Proya found that when a woman becomes a mother, she will hear all kinds of voices telling her how to be a mother, gradually depriving her of her inner expression as an independent individual.
Therefore, this year's Mother's Day, Proya will focus on "the self-identity of mothers as independent individuals", with the theme of "how mothers do it, listen to her", promote the deconstruction of the traditional social image of "mothers", and return the right to speak and choose to female independent individuals.
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The inner expression of an individual who settles on his feet
Let the "motherhood" return to the back of the individual
Praise is important, but having the courage to ask questions and advocate for users can earn brands unexpected attention and applause, and build a more authentic sense of trust with users.
Since 2022, Proya broke the conventional routine of "praising mothers" and proposed that "family responsibility is not "only visible to mothers", and every love should be present", Proya has spoken for mothers as much as possible with multi-dimensional perspectives and alternative insights, jumped out of the traditional gender stereotype wall, and launched the special projects "Only Mothers Can See" and "The World Is Not Only Good for Mothers" focusing on the division of family responsibilities, which is committed to breaking the traditional social division of labor model and guiding the public to change their understanding of the image of "mother".
This year, Proya once again demonstrated its deep insight into the female community, calling for the "motherhood" to return to the individual.
A set of expressive posters that bring to life the challenges and confusions faced by mothers in their families and society. "Why 8 years old, 18 years old, 38 years old...... Do you have access to the curfew? "Why is it that the child has a situation, and it is always the mother who is being found?" "What is "mom" like, and why do they say "to be a mother is to be a mother"? and other impactful rhetorical questions and words, which make people intuitively feel the discomfort and confusion that women feel in the change of identity, and then reflect on whether their expectations and judgments of their mothers are reasonable.
What is touching is that due to the lack of the right to speak, these confusions have been blocked by persuasions such as "they all came over like this" and "they are all mothers", and they were buried in the hearts of mothers. In order to open the vent, Proya continued the short film form of previous years and launched the brand short film "Do You Hear", which presented the real situation of the mother to the greatest extent, and presented the "social environment of aphasia and judgment" directly in front of the public.
In the short film, the mother's daily life behavior is always criticized by various voices: "It's all like this", "Everyone is a mother", "Look at how others are mothers". Proya places the narrative lens on the daily life of mothers, focusing on the plight that mothers are suffering, and the evaluation and instruction are intertwined, becoming a "gag note" to block the mother's cathartic feelings.
Proya became a breakthrough in this mood. At the end of the short film, Proya conveyed the voices and demands of many mothers to the public through a large number of live-action UGC content, and heard what mothers want and don't want with users.
This kind of value tendency has aroused the resonance and attention of many users. As of press time, Proya's Mother's Day-themed short film has reached 60 million exposures on Internet social platforms, with nearly 30,000 interactions; The number of TVC broadcasts exceeded 25 million, and Station B was popular for 3 days; Among them, the number of joint readings of Big Bengou's IP exceeded 5 million, ranking 37th on Weibo's hot search.
While the topic is fermenting, Proya also unites experts from multiple platforms in multiple fields to speak out in unison, and delivers "how mom does, listen to her" to more users through simple content. Under the interactive communication of many KOLs, Proya's brand image with humanistic care has become more deeply rooted in the hearts of the people.
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Continue to make an impact
"Speaking up for moms" is not a holiday issue
Festival marketing has always been a must for brand promotion, if the brand combines the meaning of the festival with the brand image, concept and product, it can quickly strengthen the emotional link between users and the brand, and complete the integration of quality and effect.
Obviously, the success of Proya's holiday marketing is inseparable from its attitude and behavior of being able to resonate with consumers at the same frequency from the perspective of consumers and create a sense of collective identity. Moreover, Proya's value delivery is not limited to "festival limited", but completes the subtle deepening of the concept in daily life, and generates deeper emotional resonance with users.
On Mother's Day this year, Proya saw the importance of women's personal space, and especially joined forces with the cartoon IP@ Big Stupid Dog House, which is popular among young people, to speak out together, and customized a set of emojis, which can be used for daily communication between mothers and families, so that emojis can become mothers' "mouths" and wittily express their feelings.
In addition, Proya also made the same door hanger and sticker for the big stupid dog, which mothers can hang on the door, in the car and other places, or put the sticker on all the places that the family can see, creating their own personal space and finding a comfortable sense of boundary.
In addition, Proya is also implementing a broader sense of social responsibility with practical actions. Previously, Proya joined hands with Ant Foundation to hold a public welfare psychology lecture in Yijun County, Shaanxi Province, to listen to women's voices and plight, and promote this women's issue to continue to attract attention. In the future, Proya will continue to provide support for the "Digital Mulan" women's public welfare project, helping rural women expand their horizons, explore their potential, and implement a strong sense of social responsibility everywhere.
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Face up to user sentiment
Create a phenomenal communication model
The women's liberation movement at the end of the 19th century brought about a sense of women's independence, and more and more women realized their social value, moving from the private sphere to the public sphere, and women's media discourse gradually expanded. With the development of Internet platforms, women's issues have gradually been pushed to the center of public opinion in the past two years.
As the leading beauty and skin care brand in China, female users are the core assets of Proya, and it is inevitable that women's issues will be touched on in brand promotion. In recent years, Proya's marketing focus has been on women's issues, helping female users find a sense of identity and belonging, and winning more goodwill for the brand.
From its growing voice, Proya's value expression of women's issues is undoubtedly successful, and it has achieved a positive response to the emotions of users and continues to speak out, causing emotional resonance from the perspective of users.
Proya's genius lies in continuing to explore the depth of women's issues, and striving to construct a diverse, rich and full image of women, so that the audience can see women's independent and autonomous personalities, and at the same time, they can also pay attention to their emotional needs as "people". In the process, Proya also quickly built its own cultural core.
For example, from "Gender is Not the Dividing Line, Prejudice Is" on Women's Day in 2021, "Lion Awakening Girl" in 2022 to "Handsome Female Soldier" in 2023, Proya has been conveying its own in-depth insight and understanding of social phenomena, and finding the best balance between brand image building and humanistic care, bringing the brand concept into consumer life and social scenes, forming a wide dissemination.
Returning to a more realistic perspective, Proya's special project for Mother's Day is still an effective holiday marketing out of the circle, and the volume is high. Through these special projects, Proya has demonstrated its pursuit of social responsibility and social value to the society, and has gained a loyal audience. I believe that as long as Proya adheres to this sincere original intention, it will inevitably be able to stay in the first echelon of domestic beauty and skin care brands and go longer and higher.