Mother’s Day and Father’s Day are just around the corner! Two important times to boost your sales. In 2024 alone, consumers spent $33.5 billion on Mother’s Day and $22.4 billion on Father’s Day.
In other words, these are two major opportunities to be seized, provided, of course, you adopt the right approaches. Influencer marketing is a particularly powerful lever during these events.
In this guide, Casaneo explains why influencers are fast becoming your most valuable assets. Our experts also reveal the best influencer marketing techniques for creating campaigns that will create authentic links with your audience and boost your sales during these emotionally-charged holidays.
Stand out on Mother’s Day and Father’s Day with Casaneo.
Mother’s Day and Father’s Day: why choose influencer marketing?
You’re probably wondering why you should focus on influencer marketing on Mother’s Day and Father’s Day? Why not? Keep in mind that the success of your marketing strategies depends on more than just promotion, and nothing but promotion.
These family events are not just commercial highlights. Above all, they are loaded with meaning, of memories and emotions. Family means inclusion, authenticity and, above all, emotional bonding.
To touch the hearts of consumers, it’s essential to adopt a more human and sincere approach. This is precisely what influencer marketing.
Families expect an emotional connection, a form of recognition of their daily reality, which is often plural, inclusive and far from clichéd. Thanks to this proximity to their community, influencers know how to talk authentically family ties.
A testimony about a touching gift, a moment of complicity shared with a relative, a message of gratitude… Their words humanizes your marketing message!
Of course, to position your brand at the heart of emotions during Mother’s Day and Father’s Day, you need to adopt a few good influencer marketing practices.
Integrate an inclusive approach into your campaigns
Indeed, we mentioned above this inclusion, which takes on its full meaning on Mother’s Day and Father’s Day. It’s often said that these two events are moments of celebration.
And yet! For some people, these celebrations deep sadness. Loss of a parent, family difficulties, childlessness, perinatal bereavement… So many invisible realities that make these moments so delicate.
So make sure your campaigns are as inclusive and thoughtful as possible:
- Don’t limit yourself to traditional models. Think stepmothers, single fathers, adoptive parents, people on the MAP path or even pet moms.
- Ask yourself this question: “Does my message take into account multiple parental experiences? This simple thought process will help you avoid blunders and build a marketing strategy that respects the needs of all parents. sensitivities sensibilities.
- The influencers you solicit must also embody this diversity (young parents, blended families, bereaved people or pet parents). Each can carry a message that resonates with your community.
Tip: By adopting a broader broader definition of parenthood and acknowledging the complex emotions these holidays evoke, you’ll create a strong bond with your entire audience.
Diversify your partnerships
When planning your Mother’s Day or Father’s Day campaign, your first instinct is likely to be to appeal to parent influencers. Yet by limiting yourself to this category of influencer, you’re missing out on countless storytelling and engagement opportunities.
The parent-child relationship is universal! Everyone has (or has had) a special, emotional bond with a parent or parental figure. This reality opens the door to partnerships with a variety of influencer profiles, sometimes unexpected, but just as effective in capturing wider targets.
Also, consider partnerships with influencers who approach parenting from a different angle. Here are a few interesting profiles.
Specialized gift guide designers
Choosing the right gift is a problem that everyone faces. And when it comes to Mother’s or Father’s Day, the choice is all the more complex. That’s where you can do the smart thing by working with gift guide designers.
On TikTok, YouTube or Instagram, you can find real recommendation experts of products. Just do a search using, for example, the keywords “Mother’s Day gift guide”. You’ll come across designers offering a wide range of gift ideas.
The latter are able to create content around themed selections such as “Gifts under €50”, “Gifts for the parent who already has everything” or “Last-minute gift ideas”.
It’s true that the “promotional” side is more emphasized. But don’t doubt their effectiveness. Because they also know how to stay faithful to the values and emotions that deeply inspire their subscribers.
Lifestyle vloggers
You’ve probably already seen a viral dance video featuring parents and children, or a renovation session with dad. Indeed, many lifestyle vloggers like to share videos with their parents and showcase their special relationship.
Take an interest in these profiles that can create captivating content for Mother’s Day or Father’s Day. Let their imagination run wild. They’ll surprise you!
The students
You may not think about it, but students are also an important audience not to be overlooked. When they plan to return home to celebrate with their parents, coming home with a gift is a must.
Even on a limited budget, they don’t hesitate to spend money to please their parents. So take into account their low-budget by offering them affordable gifts.
Just because a gift is inexpensive doesn’t mean it has no emotional value. emotional value. It’s this emotional value that student influencers will transmit to their audience.
Pet parents
Do you have animal accessories or personalized animal outfits among your products? Why not highlight them for “four-legged parents”, especially during Mother’s and Father’s Day? We said earlier that we shouldn’t just focus on conventional family structures.
So, if you’re interested in broadening your definition of parenthood, take a look at pet parent influencers. They’ll know how to reach this audience, more and morewho like to celebrate these traditional holidays with their four-legged companions.
Final tip: Whatever your choice, prepare early the list of products you’d like to highlight for Mother’s and Father’s Day. Then send them to your influencers 5 to 6 weeks before the holidays. Give them time to discover them, test them and adopt the right approach to integrate them into their content and seduce their audience.
Encourage designers to be more personal
When you have deep feelings for a mother or father, you want to materialize those feelings. So the product you’re going to sell has to be reflects those warm, tender that Mother’s Day and Father’s Day bring to mind.
In fact, it’s influencers in particular who create these feelings and emotions around products. These feelings are universal and felt by everyone. It’s therefore easier to create authentic contentbut above all personal.
So encourage your influencer partners to put more emphasis on this personal side. Sincere emotions are more effective. Studies have shown that an emotionally stimulating advertisement can be persuasive. 70 % of consumers to complete their shopping baskets. This emotional connection can even lead them to spend double on their favorite brands.
So ask them, for example, to share precious memories or touching anecdotes. This is where storytelling comes into its own! Take a leaf out of the book of well-known brands like M&M’S, which has succeeded in subtly integrating its personalized M&M’s into pretty mother-daughter stories. Sales have soared!
Reuse content in paid advertising
One of the advantages of using content put forward by your influencer partners is that you can reuse it on other acquisition channels. You’ve launched a campaign and had great results with certain content? Reuse it as many times as possible on different channels. E-mails, website, social networks… Increase your visibility !
Don’t forget paid advertising. Spend a little more to earn a lot more! Use the advertising amplification features available on Instagram, Facebook and TikTok.
What’s more, with the arrival of the Andromeda AI system, Meta is redefining the way paid advertising is delivered. Capable of sorting through a multitude of ads, Andromeda lets you send the right ad to the right person at the right time.
For short-term sales like Mother’s Day and Father’s Day, it’s fair to say that Andromeda has arrived at just the right time! It’s the perfect time to integrate your influencers’ best-performing content with paid ads.
Authentic, emotionally rich content is far more powerful than traditional advertising. The result? Higher engagement and conversion rates, and a clear increase in average basket.
The most important thing to remember is that emotions and feelings will set the tone for Mother’s and Father’s Day. Authenticity will guarantee the success of your campaign. And our influencers can give you that authenticity!
Thanks to its proven expertise With over ten years’ experience in affiliate marketing, Casaneo is fully aware of seasonal dynamics and consumer expectations for these key events. For your influencer campaigns dedicated to Mother’s and Father’s Day, we’ll put you in touch with a network of top influencers. Relevant and committed influencers. You’ll quickly find the right profiles for your brand and your objectives.
