Advertiser: ZALES
Agency: GSD&M
Category: Best Use of Social Media
Account Manager: Anne Kennedy (GSDM)
Associate Creative Director: Carlotta Stankiewicz (GSDM)
Vp Group Media Director: Carmen Graf (GSDM)
Media Supervisor: Marianne Rush (GSDM)
Director Of Online Marketing: Matt Kennedy (Zales)
Director Of Marketing: Lisa Pou (Zales)
Social Media Specialist: Sarah Barners (Zales)
Group Creative Director: Brent Ladd (GSDM)
Account Director: Kristin Davis (GSDM)
Project Manager: Megan Sanchez (Zales)
Media Director: Sabrina Jordan (GSDM)
Strategy
While giving jewelry as a gift is often difficult for men, Mother’s Day poses an opportunity to reach moms who are not only dreaming of diamonds, but also equal part gifters. Through research, we found that a key emotion among moms at this time of year is “appreciation.” Therefore, Zales’ #Supermom campaign celebrated all things Mom, from their amazing stories to most wanted gifts. With a short window for delivering relevant and timely advertising, driving engagement was a priority. The Supermom hashtag unified the campaign across TV and digital while also fusing social conversation across Facebook, Pinterest and Twitter, where moms flock for quick updates, new content and ongoing communication with their social circles. Since moms are so super social, we used Twitter for more than tracking mirco-conversations driven across channels; we used it as a platform to host an appreciation party for moms.
Effectiveness
#Supermom garnered 8,244 tweets, delivering 2.7MM+ impressions in two hours, plus 1,500 tweets over two days after the party. Over 68,400 Twitter accounts were reached with over 1,200 Twitter accounts sending five or more tweets. #Supermom trended nationwide in 20 minutes and ranked third on both national and worldwide trending topic rankers. Additionally, #Supermom garnered 4x the tweets of similar Twitter initiatives, including #KmartOutdoor (1,992 tweets) and #DroidRazr4Mom (1,490 tweets). In the end, garnering quick reach proved to be essential for Mother’s Day and helped Zales achieve another quarter of positive same-store sales growth.
Execution
On Thursday May 10, we partnered with MomSelect, headed by Maria Bailey, author of Marketing to Moms and an avid mom blogger, to bring #Supermom to the forefront. We invited over 3,500 influential Twitter moms to talk with us about what makes them Supermoms, their favorite Supermom stories and what Supermom gifts had caught their attention this season. Zales followers were encouraged to attend as well as, via social outreach from the brand, live participation and the annoucement of the grand prize Supermom contest winner. We also leveraged alignment with a national event, Mom’s Nite Out, where moms gathered at malls across the country for a night of shopping, specials and social conversations, to build momentum behind the campaign. Knowing that thousands of moms would already be celebrating each other, it was crucial to bring them into the conversation and leverage a larger audience.