Branded content for Mother’s Day

Get your flowers . . . Mother’s Day (in the United States at least) is coming up this Sunday. In honor of mom, let’s take a look at how some top brands are celebrating the holiday through video content.

Successful social video campaigns

In 2014, American Greetings released their YouTube Mother’s Day ad, “The World’s Toughest Job.” To date, this campaign has earned more than 23M views, accounting for 98% of the channel’s total viewership. This launch resulted in more than 800M PR and social media impressions and increased traffic to CardStore.com—a huge success.

This year, companies such as Hallmark, Pandora Jewelry, and The Body Shop have already released Mother’s Day video campaigns on YouTube and Facebook.

Pandora Jewelry’s “The Unique Connection” has earned 17M views on Facebook and 12M on YouTube in just two weeks.

The Body Shop‘s “Mother’s Day for H.M. ‘The Queen’” has become one of the brand’s top 10 videos on YouTube. The most viewed is “#DearMum,” their Mother’s Day campaign from last year.

Gift and DIY ideas

Gift giving can be stressful. In a study by the American Psychological Association, more than half of respondents reported feeling stressed by a lack of time, lack of money, or pressure to give gifts. With Mother’s Day just around the corner, people are searching for creative gift options, and YouTube is becoming the go-to destination for gift and DIY ideas.

The holiday is a great opportunity for your brand to showcase products and product usage situations—even if you aren’t in a traditional gift category. A wide variety of industries, from automotive to grocery, can create meaningful Mother’s Day video content.

Sometimes a simple how-to video is all it takes. Whole Foods Market celebrates mom by giving audiences tips on how to make her day special, from how-tos on making chocolate-covered strawberries to fresh Mother’s Day cocktails to tips on caring for roses.

This short, TV spot–like video from L’Occitane has a custom end card annotation that links to the brand’s full website.

https://www.youtube.com/watch?v=P372MZchyQQ
The Food Network‘s “Special Meals for Mom and Dad” is a fun and informative cooking video for the whole family.

Going beyond traditional campaigns

You can also promote your brand’s offerings through influencers. Having an influencer review a product or create a “Mother’s Day gift ideas” video will likely come across as more genuine and less salesy.


For example, this Mother’s Day gift guide video by Weylie Hoang (1.3M YouTube subscribers) “Mother’s Day Gift Guide” has earned 135K views in just a few days. Ulta sponsored the video, but Weylie got to choose the product and give an honest review.

The power of tentpole programming

Participating in tentpole events, from Mother’s Day to the Oscars to the Super Bowl, is crucial to keeping your brand relevant on social platforms. It helps you take part in a larger cultural conversation and capitalize on search trends. Whether it’s a high-production custom video or a simple how-to, it’s paramount that your brand create, release, and package content around tentpole events.

How will your brand participate in Mother’s Day this year?