While floral and gift brands generally target husbands and adult children with Mother's Day offers, Zales has been zeroing in on moms and daughters on Facebook. The jewelry brand says its "Celebrate Your SuperMom" ads on the social site have targeted women 25-plus years of age. It's also been running Promoted Tweets on Twitter in an integrated campaign, involving Pinterest, display ads, in-store hashtags, TV spots, and catalog.
Sarah Barnes, social media specialist at Irving, TX-based Zales, said the Mother's Day initiative represented some "firsts" for her brand in terms of combining digital and offline.
She told ClickZ that "TV and catalog efforts will support social media efforts, while including the #SuperMom hashtag and driving viewers to Facebook…In-store efforts [are] SuperMom-tagged and recommended gifts encourage consumers to visit Zales' social media platforms to tell their stories."
A sweepstakes contest on Facebook has been at the heart of the multifaceted endeavor. It's asked consumers to enter into the chance of winning a $2,500 Zales gift card by submitting stories about their moms via the brand's Facebook app. As of this afternoon, around 7,000 stories had been submitted in a campaign where the social components have been live for six weeks.
The app also lets consumers send a virtual gift to their mother on Facebook, pin a real-world gift idea on Pinterest, and tweet "SuperMom moments" via Twitter. Zales has 683,000 Facebook fans/likes, 11,000 Twitter followers, and 700 Pinterest followers.
Barnes suggested that Pinterest is more aspirational for women than other social media networks. A female user's Pinterest activity tends to provide insights into her so-called dream life and therefore product interests, she explained.
"And as a marketer, that's huge," Barnes said. "Our approach is to aid in her discovery…It's a mix of product and content marketing. I've learned it's best not to think like a marketer on Pinterest and instead, manage it like it's my personal Pinterest account."
Meanwhile, the Mother's Day effort also entails display ads on two mommy blogs, Momsniteout.com and Bluesuitmom.com.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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