With the arrival of spring and the return of sunny days, the French are looking forward to the long weekends in May, as well as Mother’s Day. It is a symbolic event and therefore a key moment on which brands can capitalise.
Mother’s Day marketing campaigns are a strategic way of raising visibility, stimulating a community and boosting sales. In this article, we share some ideas for Mother’s Day competitions based on the objectives to be achieved.
Mother’s Day: a key commercial event for brands
Mother’s Day (which takes place on the last Sunday in May in France) is an event celebrated by more than 80% of French people.. It is an occasion to celebrate mothers and spend quality time with loved ones. It generates major spin-offs for brands.
. It is the second-largest marketing peak in France for gift-giving, second only to Christmas.
This day therefore has an impact
on corporate sales and represents a helpful boost to increase their revenue. In France,the budget for Mother’s Day is 66 euros.. Brands take this opportunity to showcase their products and services or share gift ideas with their customers.
Mother’s Day is an opportunity to communicate values.
. Retailers can share campaigns that will strengthen their brand image, gain visibility, and strengthen relationships with their audience.
Gamification to communicate around Mother’s Day
To stand out from the crowd at this major event, companies can engage their community with fun, interactive experiences. Gamified marketing, or the introduction of playable elements into campaigns, is a lever for capturing an audience’s attention.
Companies can turn to different marketing game formats. A photo contest can engage the community around a challenge while generating content (or UGC for User Generated Content) that the brand can share.
The sales promotions, in-store or online, enable you to :
- Collecting data to understand customer expectations around Mother’s Day;
- Share gift recommendations based on collected product preferences;
- Generate sales by sharing incentives such as e-coupons, gift cards, etc.
- Build loyalty among the leads generated by collecting opt-ins so that they can be retargeted throughout the year.
Here are 3 examples of original interactive campaigns inspired by gamification, such as the Mother’s Day marketing campaign.
1. Mother’s Day competitions to stimulate your community
Mother’s Day is an opportunity to forge closer links with the community. The campaigns surrounding this special day are an opportunity to promote family values.
Brands can leverage Mother’s Day to build a deeper sense of proximity with their audience. Promotional activations are a powerful way to extend the time spent interacting with the brand.
Example: Galeries Lafayette’s Mother’s Day game
For Mother’s Day,Galeries Lafayette have come up with a 100% winning One-Armed Bandit via an interactive gaming terminal installed for 3 days across 6 stores in France. Les résultats ont dépassé les attentes, avec une participation au-dessus de la moyenne. A play time of 1 minute and 20 seconds clearly demonstrated a strong interest in the animation, confirming the overall success of this campaign.
The Mother’s Day contest was available in a mobile format via a QR code. This strategy effectively increased the campaign’s overall reach. This helped bring all the stores to life, with a 100% winning concept. In addition, this co-branding operation made it possible to collect opt-ins for Galeries Lafayette and its partner brand, Rosemood.
2. A Mother’s Day sales promotion to engage customers
To build customer loyalty, brands need to multiply the number of points of contact. Trade fairs are strategic in terms of engagement because they offer opportunities to connect with the audience.
For Mother’s Day, many people turn to social networks to find gift ideas. It’s a good idea to create a competition to engage prospects and customers and move them along the buying funnel.
Example: SFR’s Mother’s Day campaign
The Mother’s Day gaming campaign by SFR in the Caribbean aimed to increase brand awareness by engaging its audience. The Match 3 mechanics was a resounding success, boosted by Adictiz Ads media coverage. Participants were highly engaged, spending an average of 11 minutes on the game per user.
3. A marketing game to generate sales for Mother’s Day
Finally, Mother’s Day is an opportunity to encourage consumers to buy their gifts. The competition is a tool for generating sales, as it allows you to share attractive incentives (vouchers, discounts, free products, etc.) with your customers.
Gamification makes it easier to personalise recommendations by offering retailers methods of collecting product preferences.. Through mechanics such as Swiper or Gift Finder. Brands will be able to offer customised gift guides that are effective in generating conversions.
Example: Galeries Lafayette’s Mother’s Day marketing campaign
To mark the occasion, Les Galeries Lafayette offered its customers the chance to win gift cards. This instant win strategy ( the Pinata) has enabled us to collect qualified leads and boost conversions.
This strategy, based on encouraging purchases, was based on an end page that directed users to offers, while encouraging them to use the gift card on the merchant site.
Conclusion
Stand out this Mother’s Day by inviting your prospects and customers to enter a contest. Thanks to our 100% customisable mechanics, you’ll be able to capture buyers’ attention and move them up your sales funnel!
