On Mother’s Day, many brands celebrate moms for their unsung and tireless work – and we’re rounding up of a few of our favorite Effie-winning campaigns from around the world that honor moms.
Featured cases are unlocked through Sunday, May 8, 2022.
Wishes on Mother’s Day
Client: Procter & Gamble Ltd. (Guangzhou)
Lead Agency: Goodzilla Co. Ltd.
Data revealed that moms in China bear the brunt of the housework—so P&G and lead agency Goodzilla Co, Ltd. set out to bring awareness to this and flip the script. In their video spot, a mother and dad switch places, forcing the man to confront how hard his wife works after a particularly challenging and restless day.
This campaign became the #1 Mother’s Day topic on Weibo, a popular Chinese microblogging app, and won a 2019 Gold Effie Award in the Greater China competition. Read the full case study (Mandarin)
Mother’s Day with Ferrero Rocher
Client: Ferraro Gulf
Lead Agencies: Leo Burnett, PHD
Contributing Agency: Prodigious
Ferrero Gulf and lead agencies Leo Burnett and PHD discovered through research that Saudi Arabian moms craved Mother’s Day gifts that were more personal and sentimental than materialistic. Driven by that insight, Ferrero offered children unique ways to share how special their moms are with their products. They created a product box that doubled as an audio card, launched activations in Panda stores where consumers created framed images with audio messages, and designed a Facebook frame where you could leave custom audio notes for your mother.
The audio-lead campaign drove 2.7 million YouTube views and increased sales and market share for the brand, ultimately earning them a Silver Effie Award at the 2019 MENA Effies. Watch the case video.
The World’s Toughest Job
Client: American Greetings
Lead Agency: MullenLowe (US)
In 2014, American Greetings and lead agency MullenLowe discovered only 50% of people purchased a card for their mom on Mother’s Day—so they set out to bring meaningfulness back to the holiday. Driven by the insight that “motherhood is real work, not just hard work,” they created a fake job listing and conducted real interviews under the guise of a position with all the responsibilities that come along with being a mom. The moving interviews became part of a viral video, which drove 21M+ views through earned media and PR.
The campaign increased American Greetings’ Cardstore orders by 20%, their user base by 40% and met sales goals for the entire year. The celebrated campaign earned them the Grand Effie in the 2015 Effie Awards US competition. Read the case study (English).
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