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CASES | Empathetic Mother's Day Marketing - Tmall, Proya & Midea

Objects, scents, colors, memories associated with mothers shape our perception of her image. Similarly, various elements and touchpoints in brand building construct consumers' perception of a brand.

On May 14th, this year's Mother's Day, brands released advertisements with a motherhood theme. They captured every detail of the mother's image, aligning with the visual, emotional, and storytelling elements in brand building, sharply pointing out the current challenges faced by mothers. Such an empathetic marketing strategy wins audiences' favor and helps the creative content spread widely.

In this article, let's explore how brands utilize the cutural elements and tell stories about mothers.

PROYA: Mothers Aren't the Only Heroes

▲ Video via @Proya (Click here to watch the video)

Proya is a leading Chinese beauty group. On this Mother's Day, it saw the issues behind the traditional Chinese ballad Mothers are the only heroes. This song reflects the high expectations on mothers and the assumed absence of fatherly love. The original version of the ballad is widely known by almost every child in China. Proya's commercial revised the lyrics to "Mothers aren't the only heroes, and every family member plays a vital role", which carries a strong impact to break the traditional perception of family roles that mothers are the primary caretakers of children.

This social impact commercial draws a lot of attention. The brand didn't directly showcase products in the video, which may be hard for the audience to connect the ad with the specific products. However, amidst numerous Mother's Day videos, this video stands out as sincere and touching. It highlights the brand's positioning with a humanistic and insightful approach towards women, showcasing their boldness and creative spirit, just like their slogan "Discover while you're young". Users who value female empowerment are eager to embrace this socially responsible brand.

This is not the first time that Proya launched a social impact campaigns. We have covered Proya's Femvertising campaign on the March 8th International Women's Day. Check it out here.

TMALL: Embrace Your Stretch Marks

▲ Video via @Tmall (Click here to watch the video)

Stretch marks are a common issue faced by over half of all mothers. They make mothers feel itchy and sleepless. After giving birth, stretch marks leave uneven marks on the belly that can't be prevented or treated completely.

However, most mothers feel ashamed to show their stretch marks. Brands' commercials always show best bodies in shape with smooth skin. People know little about stretch marks. Some brave mothers proudly declare on social media that stretch marks represent the natural process their bodies went through to nurture a life, considering them as proud badges. But unsurprisingly, stretch marks still face criticism as "ugly," "anxiety-inducing," and "irresponsible" in public opinion. This has made stretch marks an embarrassing and humiliating topic for mothers.

On this year's Mother's Day, Tmall collaborated with five brands to add the pattern of stretch marks on everyday items like bottles and backpacks, bringing mothers' unique marks into the public eye. This creative initiative aims to raise awareness about stretch marks and pregnancy by openly discussing the taboos. The video breaks the traditional perception of beauty, emphasizing that stretch marks should not be hidden or judged. It seeks to eliminate mothers' shame associated with stretch marks and challenge the biases and misunderstandings of the general public, ultimately expressing care for mothers and conveying the brand's social responsibility.

MIDEA: 10℃ Hotter in Kitchen

▲ Video via @Midea (Click here to watch the video)

Unlike the previous two brands, Midea, a popular Chinese home appliance brand, has a clear intention to drive sales in its video. With accurate customer segmentation and targeted marketing, the campaign serves as a great example of an emotional sales-driven video that convinces the audience to make a purchase.

Its video captured the uncomfortable and sweaty cooking experience of mothers. With a clever question "Who truly cares if she feels hot?", the video used thermal imaging to reveal a 10℃ temperature difference caused by a closed door. It pointed out the challenges mothers face in a hot cooking environment, leading to the need for an air conditioner specifically for kitchen, which is the product Midea tried to promote in the campaign.

This precise understanding allowed Midea to address mothers' household struggles and the genuine need for cooling solutions. It decently linked caring for hardworking mothers with product sales, creating the idea that a kitchen requires an air conditioner tailored for mothers. The video conveyed Midea's company vision of using technology to enhance daily life, promoting the concept of a better life through innovative solutions.


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