Twitter's Mother's Day Marketing Guide: 10 Trending Hashtags & 2 Cases

Mother's Day is coming soon. Spending on Mother's Day this year will increase by $3.6 billion over 2021 to $31.7 billion, according to the National Retail Federation. During Mother's Day, individual spending will be more than $245.

This is not only a holiday full of warmth and gratitude, but also a holiday full of business opportunities for all brands. For all people in the world, the love and resonance for mothers are the same, so this is also a good opportunity for overseas brands to break down cultural barriers and gain emotional recognition.

Recently, Twitter released its 2022 Mother's Day Marketing Guide on its business blog, using authoritative data and cases to help brands better grasp the topics related to Mother's Day on Twitter, and what platform users want to harvest and respond to on Mother's Day. Content.

We sorted it out and refined it into this article. At the same time, combined with years of rich experience in building overseas social media influence for Chinese brands going overseas, the article provides methods and precautions for social media marketing on Mother's Day.

1. Authoritative data on Mother's Day on Twitter

The first thing to be clear is that Mother's Day is not the same date around the world. Mother's Day falls on May 8 in most countries around the world, while Mother's Day in Ireland and the United Kingdom falls on March 27. If you want to know more accurate Mother's Day dates in various countries, you can view various marketing nodes in nearly 200 countries and regions around the world at any time in the "Post" → "Post Calendar" function in the Marketing Cloud backend.

The "Publish Calendar" function also supports filtering through 17 types of marketing nodes, and can directly publish posts and timed posts on the calendar interface, helping brands to grasp the marketing rhythm in a timely manner and plan festival marketing content in advance.

In addition to marketing timing, Twitter also shared the last TOP10 Mother's Day hashtags on the platform in the blog to help brands better participate in Mother's Day issues through hashtags. The 10 hashtags are:

Twitter also proposed the best marketing timing based on platform characteristics and user preferences, that is, start posting Mother's Day-related tweets two to three weeks in advance, and continue to launch relevant content in the week when Mother's Day is coming, and make the most of Mother's Day. Shopping advice for potential consumers (gifts for mother/self).

2. 2 Ways to Market Mother's Day on Social Media

Through the "public opinion" → "cross-platform public opinion monitoring" function of Marketing Cloud, we can obtain the public opinion spread of any keyword on Facebook, Twitter, Instagram and YouTube.

After setting "Mother's Day" as the keyword, we can see the changes in public opinion on social media around the topic of Mother's Day in the past 28 days.

According to the official advice given by the Twitter platform, posts related to Mother's Day have appeared on major social media platforms since the beginning of April; and in May, after the countdown to Mother's Day, there have been posts on Twitter focusing on Mother's Day peak.

In the "cross-platform public opinion monitoring" function, we can also view the posts on different platforms related to the set keywords. And the posts are presented centrally in two ways: "Latest" (sorted by publication time) and "Hottest" (sorted by total interactions). We take the TOP3 posts of the most popular overseas brands with the keyword "Mother's Day" on the Twitter platform as an example to explain how to effectively carry out Mother's Day marketing.

1. Baidu: Integrate products into mothers’ needs naturally

On Mother's Day, the mother is naturally the absolute protagonist. Therefore, when setting up marketing content, you should also start from the role of mothers, and tap the connection points where mothers’ needs scenarios and their own brands or products can fit, so as to release natural Mother’s Day marketing content.

On the official Twitter page of Baidu Group, just before Mother's Day, a video of unmanned vehicles helping elderly mothers to travel smartly was released, which received 1,200+ likes. And in the copy, Baidu also proposed to "take care of mothers like mothers take care of us", which bridges the rigidity and coldness of driverless technology and AI technology, and reflects the humanistic care and responsibility of technology companies.

2. Hisense: Combining the Women's European Cup to inspire users to tell their own mothers

Hisense is the first top sponsor to come to China in the history of the European Cup. Therefore, on the occasion of Mother's Day, Hisense chose to launch a "Reward Storytelling" campaign combined with the Women's European Cup on its Twitter global homepage.

The campaign inspired fans to use Hisense's exclusive hashtag #RememberTheName to tell their mother's unforgettable stories. At the same time, the reward mechanism will be released in the comment area, and you will have the opportunity to get tickets for the Women's European Cup by participating in the hashtag to post.

Sports marketing has always been Hisense's forte. Through its status as a top sponsor, Hisense can continue to "show its face" in top events such as the European Cup, which will be remembered by all European Cup audiences. At the same time, combined with the action of the interactive lottery on the social media platform, it can realize the linkage between online and offline. Combining the topic of Mother's Day with the Women's European Cup, on the one hand, it continues its basic direction of breaking the circle with sports marketing, and on the other hand, it reflects the brand's attention to the health, vitality and its own story of the role of "mother".

If we say that Baidu's marketing method is a combination of in-depth product exploration and the real needs of topic subject groups. Then Hisense's case is to combine the brand's appeal with the spiritual needs of the subject of the topic, which is also a good way to gain recognition.

Conclusion:

Mother's Day is a day to show love and respect to mothers. At this moment when global emotions are naturally connected, we also hope to help Chinese brands to better seize the opportunity to win the recognition of users and achieve their marketing goals.