mother’s -...
TRANSCRIPT
Mother’s Day – April 3rd
− Mothering Sunday was celebrated in Britain beginning in the
17th century – so it’s not just a florist’s marketing genius
− Apprentices and servants would return home for the day to
visit their mothers, often with a “mothering cake” (like a
simnel cake)
− These days, it's one of the biggest holidays for giving gifts,
making long distance telephone calls and sending flowers
− It’s also an opportunity to emotionally engage with a huge
audience of women in the UK and their families
250,000 UK searches…
…are expected for “Mothers Day” with a sharp spike in the week leading up to Mother’s Day, starting up to four weeks before
Search trendsGift ideas, flowers, cards and poems are the top searches, as well as people checking the date
YouTube and Mobile search
also show significant peaks
Most terms are stable year on year, but “Mothers Day Offers” have been growing in popularity
Brand trends
− Mother’s Day is a huge opportunity for manufacturers and retailers of flowers, chocolates, health and beauty
− But it’s also an opportunity for brands to engage: Mothers of all ages
Fathers of young children
Teenagers
Everyone else with a mother!
We’ve got some tactical ideas to use our platforms to support your brands around Mother’s day
Mother’s Day with Google
Date Reminder
− People are asking Google to check the date of Mother’s day
− Give them the option to get a reminder from your brand – free of charge – five days before
− This could be a browser app like a Chrome Extension or as simple as a text message
− Use it to offer a discount or offer for a Mother’s Day gift
Idea Generator
− People are asking Google for help suggesting a present for their mum
− Retail brands could offer help
− Fill in some details about your mum to get a tailored suggestion for a gift
− Link to the nearest store locator or offer online ordering
Company
OFFERSCOMPETITIONINFO
Happy mother’s day...love from Vicky
NEW PRODUCTS
Mother’s Day Messages
− There’s nothing nicer than a home-made card (apart, perhaps from a digital equivalent!)
− Allow people to create a special video message using a custom YouTube gadget on a brand channel
− Users can upload photos from their digital albums, to be automatically edited to music with a personal message
Company
Celebrity Messages− Get a celebrity to record video
messages for mums
− Kids can submit requests in the weeks running up to Mother’s Day
− Use your brand spokesperson or a choice or someone Mum’s going to love
− Use a YouTube masthead, online display and search to generate requests
− Film in one or two days –maybe even live on Mother’s day
− Host the videos on a brand channel and encourage sharing via Facebook and Twitter
Make your mum’s
Mother’s Day...
Company
...with a special message from
Matt Cardle
Mothers’ Day Map
− Use Google maps API to create a Mother’s Day Guide – a map populated with great restaurants and pubs for Sunday lunch, with suggestions for family walks and local entertainment
− Dads can refine the kinds of things Mum might like, and the map would re-populate
Company
Location
Camberley
Pubs
Restaurants
Country walks
Afternoon tea
The first UK Live Interactive YouTube masthead
− On Mother’s Day, create a ticker of live tweets on the YouTube homepage
− Alert the children who have entered a minute before their message is played – so they can get mum to look at the computer
− Build a brand association with Mother’s day by collecting the tweets on a brand channel, along with video messages submitted
Company
Vicky Happy Mother’s
Day Mum. Thanks for
soup and cuddles last
week. Luv u
Ben@ten Sorry I forgot about dinner. Best
mum ever for making me a sandwich
anyway.
To all the mothers of the
world...
Happy Mother’s
Day
Remind the UK!
Don’t forget...
Mother’s Day is in...
THREE DAYS
− It’s hard to believe, but every year thousands of young people forget Mother’s day
− Your brand can save the nation mothers by reminding people using a Google Display Network and YouTube brand blast
− The Google Display Network can reach 84% of the UK online audience
− Or target specific groups, like teenagers and young adults, on gaming and social sites
− Use YouTube in-video overlays while they are watching entertainment content
Don’t forget...
Mother’s Day is in... THREE DAYS
Don’t forget...
Mother’s Day
is in...
THREE
DAYS
Hyperlocal Offers
− Integrate Mobile Display ads with local advertising
− While Dad’s playing Angry Birds, tell him where he can get a Mother’s Day present locally
Don’t forget Mother’s Day
Flowers in your area...
Online Coupon
− Offer Ad Extensions allows you to offer a printable offer with your search ad
− Ideal for retailers or health and beauty brands
Customer searches
for a laptop on a
mobile device
1
Ad for company XYZ
is triggered, along
with its offer
2
Offer expands when the
customer clicks the plus
box
3
Customer stores the
offer via email or SMS
4
Mum’s own TV channel
− Kids can customise a YouTube playlist for mum within their user channel
− Help them pick some TV for her to relax with on Sunday evening
− Include a special Mother’s Day video message, created in a custom brand channel