Best and Worst Mother’s Day Branded Social Content

If you’ve been on any social media platform within the last week, you’ve probably seen many posts surrounding Mother’s Day. For this holiday, many of the industry’s biggest brands have a great reason to participate in marketing to moms, daughters, fathers and more. According to the National Retail Federation, Americans were expected to spend more than ever on Mother’s Day this year as they shower moms with everything from jewelry to special outings at favorite restaurants. Total spending is expected to reach $23.6 billon – the highest in the survey’s 14-year history, topping last year’s previous record of $21.4 billons. With so many brands using social media for Mother’s Day to their advantage, who made an impact and who fell short. Here’s what we discovered:


We love how HP focuses on the emotional power of tangible, printed images that every mom can relate to. This gives us all the feels!


This is probably the weirdest Mother’s Day ad we’re seen so far. In real life, many adult millennials are financially dependent upon their parents, so maybe there is some truth to this video. Regardless, it doesn’t incline us to buy a pack of Skittles for mom, that’s for sure!


We love how Brawny took a creative way to unitize Snapchat Spectacles to see moms through the eyes of their children! They did a great job aligning with their brand and messaging to not just moms, everyone else that’s buying for moms, too! Brilliant!


It’s true, some people treat their dogs like children, and most of the time, mom is the one taking care of the pooches. BarkBox does an excellent job of targeting moms by creating an anthem for all women who love taking care of their pups. You may be thinking that’s a little “far-fetched”, but after their Dog Mom Anthem video hit online for four hours, the video garnered two million views!


Typically, Mother’s Day is all about flowers, sentimental messages and breakfast in bed, but Carhartt’s first national Mother’s Day ad, it goes against all those stereotypes. The brand highlights real mothers in Carhartt’s branded workwear who are comparted to the legendary “Rosie the Riveter.” With the unique hashtag #AllHailMom to elevate this campaign, it was a major success!

Ignite Social Media