This Mother’s Day, Zales is celebrating the super moms — the moms that multi-task and work overtime at the office and at home. We are recognizing all moms with a “Celebrate Your SuperMom” campaign. Through Pinterest, Twitter, Facebook, TV, in-store and catalog efforts, Zales’ and its advertising partner GSD&M will invite users to share why their mom is a SuperMom for the opportunity to win a $2,500 Zales shopping spree.
With the creation of a Zales’ Pinterest board, the campaign will ask users to pin SuperMom-worthy gift ideas as well as other cool things to celebrate super moms everywhere.
Zales’ Twitter and a SuperMom-branded Facebook page will serve as a sounding board for users to express their SuperMom gratitude. By sharing stories and tips from their moms, users have the ability to share a SuperMom badge through Zales’ virtual gift store but one winner will be awarded a $2,500 Zales shopping spree if their SuperMom story is chosen. In addition, Zales is partnering with mom bloggers during National Mom’s Nite Out for a #SUPERMOM Twitter party (5/10 from 8-10pm EST).
And for the first time, TV and catalog efforts will support the social media efforts to include the #SUPERMOM hashtag and drive viewers to Facebook.
In-store efforts include SuperMom-tagged and recommended gifts that also encourage consumers to visit Zales’ social media platforms to tell their stories.
All creative efforts will run up until Mother’s Day, May 13.
Spot Title: SUPERMOM
Group Creative Director: Brent Ladd
Creative Director/Art Director: Will Chau
Creative Director/Writer: Lara Bridger
Associate Creative Director/ Writer: Carlotta Stankiewicz
Art Director: Madeline DeWree, Keli Linehan
Writer: Reagan Ward, Charlie Wolff
Executive Producer: Brent Holt
Producer: Taylor Lovell
Director: Michael Haussman
Production Company: HSI
Editorial Company: Beast Austin
Product Shoot Director: Irv Blitz
Editor: Sam Selis
Art Buyer: Kelly Hopkins
Account Service: Shannon Lugo, Anne Kennedy
Experience & Insights: John D’Acierno