In honor of this month of giving thanks, let us give thanks to those brands who are paying attention to what moms really want and are giving us campaigns, products and strategies that connect with Mom in new and innovative ways. This November we are thankful for brands who…
Recognize that Motherhood is Rewarding (and Hard)
For years, the portrayal of Mom in advertising and marketing either showed a woman completely crazed and exhausted or a woman doing housework while wearing pearls—neither of which showcases the real world of motherhood. Today’s brands have embraced the beautiful chaos that is motherhood and have started to show us the true rewards of being a Mom—without making it necessarily appear easy (or clean).
Engage with Mom via Mobile
As we have discussed before Mom is mobile and brands are beginning to not only acknowledge the mobile growth, but embrace it. Websites are becoming easy to access via all mobile devices, more relevant apps are being created and brands are even starting to discover new ways to connect with their consumers via mobile devices (i.e., text message reminders for appointments). Success via the mobile space really comes from being focused on how to make Mom’s life easier and sharable.
Help Mom Celebrate Everyday Moments
No longer are we reserving the celebrations for holidays. Brands are helping Mom celebrate the everyday moments of success such as good report cards, everyone home for dinner on the same night and the last football game of the season. These are the moments where memories are made and any brand that can tap into helping Mom celebrate them, capture them or organize them is connecting with her in a very big way.
Showcase the Diversity of Modern Families
It is great to see so many campaigns that show the average family being anything but average. From adding more ethnicity to the marketing conversation to adding new generations (hello, Grandparents!), today’s brands recognize and celebrate that all families come in different shapes, sizes and colors—allowing more moms to see themselves inside the brand.