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Mother’s Day Marketing: How P&G And The Wonderful Company Partner With Influencers
Herbal Essences and Teleflora belong to two of America’s largest business conglomerates. The former is owned by P&G, a multinational consumer goods corporation that owns 66 brands. The latter is a member of The Wonderful Company, a corporation that maintains an impressive portfolio of names including FIJI Water, Wonderful Halos, and JUSTIN Wines. In the following case study, we’ll examine standout Mother’s Day marketing campaigns from both to see how America’s biggest businesses implement influencer marketing.
The National Retail Federation predicted that 86% of Americans would celebrate Mother’s Day this year, with the average person spending approximately $180. Divided by category, 35% of consumers planned to shop at department stores, 31% planned to shop online, and 29% planned to shop at a specialty store like a florist or jeweler.
Mother’s Day presents an opportunity for consumers of all ages to celebrate their mothers. The holiday also gives brands a chance to capitalize on purchases consumers might not normally make, whether on jewelry, flowers, or other specialty gifts. Female-centric brands and carriers of products specific to the holiday (flowers, jewelry, candy) are especially poised to take advantage.
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