Home  › Social › Social Media
zales-3

Zales' Mother's Day Effort Is #Super Digital

  |  May 11, 2012   |  Comments

Brand buys Facebook and Twitter ads and brings hashtags into stores.

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.

zales-3

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.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Christopher Heine

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...