Just in time for Mother’s Day, floral delivery service Teleflora is using humorous videos to remind consumers of the strong bond between moms and their kids.
The campaign, “Love Like a Mother,” pokes fun at what the world would look like if everyone loved like a mother, even if they’re not your mother. Check out this 30-second spot:
The themes in the 30-and 55-second spots are broken out into shorter versions like this one in a restaurant where the waitress tries to get a woman’s husband to eat his chicken nuggets. The videso were developed by The Wonderful Agency in partnership with director Jamie McClelland.
All of the videos are optimized for social media, and like the ones above, highlight scenarios ranging from mundane activities to major milestones. The spots play out across social on YouTube, Facebook and Instagram. Programmatic ads target connected TV and desktop users.
Out on the streets, ABC’s “Strahan & Sara” will bring the campaign to life through a custom segment where host Sara Haines leaves the studio to surprise people in the streets of New York City by treating them “like a mother.”
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“Love Like a Mother” is Teleflora’s latest addition to the videos it has created over the last four years. Valentine’s Day, Mother’s Day and Christmas are leading holidays for the brand.
“We’ve seen a lot of success utilizing video as a primary driver to convey the message and emotions behind our campaigns,” says Danielle Mason, vice president of consumer marketing at Teleflora.
The campaign is measured through a range of key performance indicators, including the levels of engagement and video views.
“Love Like a Mother” is also an extension of Teleflora’s ongoing “Love Out Loud” brand platform, encouraging people to share love.
The overarching concept of “Love Out Loud” first came to fruition in December 2017 with Teleflora’s “Wall of Love,” a custom, 50-foot wide and 8-foot high floral wall placed outside the U.S. Capitol building filled with over 1,000 handmade floral bouquets as a symbolic outward expression of love. Since then, a variety of holiday campaigns have debuted that point back to that platform.
“At its core, the campaign is a rally cry to overshare and a call to arms to stop holding back, to take a risk, and go beyond the expected when sharing your love with others,” Mason says. “Whether it’s romantic love, friendship, a family tie or just an important person in your life, now is the time to say how you feel and ‘Love Out Loud.’ ”