Dolce & Gabbana: By far the most extensive campaign, Dolce & Gabbana partnered with New York Magazine’s The Cut to run sponsored content in the form a Nolita map marked with places to go with mom on Mother’s day. Clicking on the map directed viewers to a Dolce & Gabbana sponsored Pinterest page with pictures of restaurants, museum exhibitions, and salons to take mom. Taking advantage of The Cut’s 28,500 followers, Dolce & Gabbana posted its pins on the online magazine’s board. The Cut’s Facebook page featured the brand’s maps of places to go in Los Angeles and Milan as well, and the main site ran display fragrance ads for the brand’s Dolce perfume. The coordination allowed the brand to not only promote its perfume, but track fans’ tastes expressed in likes and repins.
American Greetings: American Greetings prepared for the holiday in advance with a prank in April, posting a job ad asking for candidates willing to work long hours with no vacation and pay other than emotional reward. Twenty-four people applied and were told the ad described the job of a mother. The campaign went viral with the #worldstoughest job and ruffled some feathers.
Bumble and Bumble: The brand differentiated its Mother’s Day email marketing by sending a series of emails with different messages. Initially, the Hair Care brand offered free two-day shipping and a mini-bottle gift with a $35 purchase. As the date came closer, Bumble sent another email offering free overnight shipping with a $50 purchase and no mention of a gift. In contrast, Kiehl’s sent just one email for the occasion with spa gift suggestions for mom.