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CASES | Mother's Day Marketing: Beyond the Role of Mom

With the dust settled on this year's Mother's Day celebrations, it's time to reflect on the marketing campaigns that made waves in the Chinese market. From heartfelt tributes to controversial missteps, brands have had a mixed bag of success in their attempts to honor and engage with mothers. In this article, Double V Consulting will delve into the strategies employed by various brands, providing insights into what worked, what didn't, and why.


Babycare: Celebrating the Multi-dimensional Mom

Babycare, a prominent Chinese player in the baby and child care products market, took a bold step this Mother's Day by launching a campaign that transcended the traditional focus on motherhood. 

Through "99 Moments When Moms Don't Want to Be Called 'Mom'," the brand highlighted the diverse roles and aspirations of mothers, celebrating their individuality beyond their maternal identity

This resonated deeply with consumers who are increasingly recognizing the multifaceted nature of modern motherhood. The campaign's success lies in its ability to connect with mothers on a personal level, offering a fresh perspective that sets it apart from the usual Mother's Day clichés. It serves as a reminder to brands that authenticity and empathy are key to creating lasting connections with consumers.


 He Ti Sheng Cai: 

Call me by your name

He Ti Sheng Cai, a Chinese creative team known for challenging societal norms, introduced a unique product this Mother's Day that sparked conversations about gender equality and maternal recognition. 

The "Daughter of Mother's Name" wristband designed by He Ti Sheng Cai 

The "Mother's Family Name Wristband" was designed to emphasize the mother's name, a subtle yet powerful statement against the traditional practice of maternal names being overshadowed. 

This product was not just a gift but a social statement, aligning with the growing movement for gender equality and individual recognition. The wristband's appeal lies in its ability to serve as a symbol of respect and acknowledgment for mothers, making it a standout gift option. It underscores the importance of brands being socially conscious and reflective of the values that their consumers hold dear.


Proya: The Art of Storytelling

Proya, a renowned Chinese skincare brand, took a storytelling approach to its Mother's Day campaign with the short film "Did You Hear That?" 3

The film, drawing from the real-life experiences of over 50 mothers, offered an intimate and raw portrayal of the joys and challenges of motherhood. By presenting these authentic narratives, Proya managed to engage viewers on an emotional level, fostering a sense of community and understanding

The campaign's effectiveness is rooted in its ability to humanize the brand and create a dialogue around the realities of motherhood. It demonstrates the power of storytelling in marketing, showing that brands can deepen their connection with consumers by sharing relatable and meaningful content.


Blue Moon: 

The Pitfalls of Stereotyping

Blue Moon, a Chinese household name in cleaning products, faced backlash this Mother's Day with a campaign that many felt reinforced gender stereotypes. 

The slogans "Let mom wash clothes more easily" and "Mom, you use it first" were intended to promote the brand's laundry products as Mother's Day gifts but were widely criticized for reducing the holiday to a domestic chore. 

The campaign was heavily criticized because it was stereotypical to bind "mother" and "housework". This was extremely common in the past, but today it will definitely be a typical example of marketing overturn.

The campaign's misstep was its failure to recognize the evolving role of mothers and the desire for more equitable distribution of household tasks. Brands should be mindful of cultural sensitivities and the importance of aligning marketing messages with the values and expectations of their target audience.


Double V Tips

Reflecting on the campaigns from this year's Mother's Day in China, we can draw several insights that can guide brands in their future marketing efforts:

●Celebrate Individuality: Brands should aim to connect with consumers on a personal level, understanding and respecting the multifaceted roles that individuals play in society. Authentic portrayals of these roles can foster deeper connections and loyalty.

Social Consciousness: It's crucial for brands to be aware of and responsive to the social issues that matter to their consumers. By aligning with progressive values, brands can demonstrate their commitment to positive change and resonate with their audience.

●Storytelling: The power of storytelling should not be underestimated. Brands that can craft narratives that are relatable, meaningful, and emotionally engaging are more likely to create lasting impressions and differentiate themselves in the market.


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