New Work: Zales Friend Your Mom

This Mother’s Day, Zales is asking its Facebook fans to publicly express their love and admiration for their moms by joining the Friend Your Mom movement. By accessing the Friend Your Mom app on the Zales Facebook page, fans can join the movement and submit their information for a chance to win a gift for their mom from The Diamond Store. Five first place winners will receive a $250 Zales gift card, awarded weekly, and one grand prize winner will receive a 3 CT. T.W. Diamond Chevron Flower Necklace.

In addition, Zales is working with five prominent mom bloggers, including Maria Bailey, author of Marketing to Moms, to create a video series sharing their own stories of “friending” their kids on Facebook, or the funny encounters they’ve had with moms joining social networks. These bloggers will also help the brand celebrate moms in the biggest way possible by sharing their ‘Gems of Wisdom’ and the jewelry gifts from Zales they love the most through additional videos and blog posts. Zales will be featuring a “Let Mom Shine – The Gifts She’ll Love” gift guide across  channels (Zales webstore, in-store, catalog and socially) leading up to Mother’s Day, showcasing jewelry at all price points. Zales will be gifting each mom blogger a special piece from the Let Mom Shine selection and asking the moms to talk about their other special or favorite pieces of jewelry.

Zales will share Let Mom Shine jewelry gift ideas and inspirational quotes, like Mom’s Gems of Wisdom, onto their Mother’s Day board on Pinterest. The Zales YouTube channel will feature witty (:15 & :30) online videos that serve as a reminder that Mom loved you even through your awkward years – bad hair, braces and all. Lastly, the campaignwill include banners that drive fans to Zales’ Facebook page.

All work will run through May 12.



ECD: Jay Russell
Group Creative Director: Brent Ladd
Creative Director/ Writer: Lara Bridger
Creative Director/ Art Director: Will Chau
Associate Creative Director: Carlotta Stankiewicz
Associate Creative ­ Art Director: Gene Blakeney
Associate Creative Director ­ Writer: Eric Knittel
Business Manager:  Danielle Zubriski, Laurie Pascoe
Project Manager: Alicia Ross
Account Service: Coley Platt, Kristin Davis, Anne Crosby
Experience & Insights: Priya Sanvordeker
Media: Carmen Graf, Marianne Rush, Tess Levitan

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