How to create the perfect Mother's Day campaign.

The way we celebrate Mother’s Day is evolving—and fast.

The definition of “mother” has broadened. It now spans birth mothers, stepmothers, grandmothers, carers, adoptive parents, same-sex parents, and even non-parental figures like mentors, aunts, or siblings. This presents both a challenge and a massive opportunity for brands: the chance to connect meaningfully with an increasingly diverse and emotionally attuned audience.

For marketers, Mother’s Day is no longer a one-size-fits-all approach with pink flowers and discount gift boxes. It’s about emotional nuance, inclusivity, and values-driven relevance.

So how do you craft a Mother’s Day campaign that truly resonates? Let’s break it down.

Understand the Mother’s Day Audience

Who are they really?

Mother’s Day shoppers fall into a variety of profiles:

Adult children buying for mums, stepmums, and grandmothers
Partners helping young children gift a present to a mother
Parents buying for co-parents
People honouring mother figures like mentors or guardians
Those grieving or navigating complicated maternal relationships

Each group has a distinct emotional motivation: gratitude, joy, nostalgia, duty, grief, or even obligation. Campaigns that acknowledge this spectrum strike deeper chords than generic messaging.

Key Behavioural Traits:

Emotionally-led decision making: Purchases are often driven by guilt, love, nostalgia or remembrance.
Last-minute buying patterns: Many leave it late—especially men—so retargeting and urgency cues work well.
Desire for meaning and personalisation: The audience prefers thoughtful gestures over tokenistic gifts.

Tailor Your Messaging by Behavioural Segment

To build a truly resonant campaign, start with intent and mindset—not demographics. Here are a few message archetypes to consider:

1. The Celebrator

These are people who want to go big. Their love language is gift-giving.

Message style: “Make her feel like the queen she is.”

Tactic: Luxury products, bundles, or limited-edition drops.

2. The Thoughtful Giver

They care deeply but dislike cliché. Personalisation matters most.

Message style: “For the woman who raised you, your way.”

Tactic: Personalised cards, bespoke products, “build-your-own” experiences.

3. The Griever

This segment often feels overlooked in traditional messaging.

Message style: “Celebrating her memory. Your way.”

Tactic: Memorial content, donations to causes, subtle empathy-led language.

4. The Modern Family

Think co-parents, same-sex parents, single dads buying on behalf of their children.

Message style: “To the mums—and mother figures—who make life better.”

Tactic: Representation-led visuals and inclusive language.

Lead With Emotion, Not Just Offers

Emotional resonance beats promotional urgency. That said, discounts and deals should support the message—not be the message. For example:

Instead of: “20% off for Mother’s Day!”
Try: “She always gave you everything. Now, give her something that matters. (Oh, and it’s 20% off.)”

Tone & Visual Considerations

Language: Empathetic, celebratory, and inclusive. Avoid overly gendered tropes unless deliberate.
Imagery: Show diversity in age, race, ability, and family structure.
Calls to Action: Encourage emotional action—“Show your gratitude”, “Make her smile”—over hard selling.

Go Beyond the Day

Your campaign doesn’t need to end at checkout. A truly memorable Mother’s Day campaign might include:

User-generated content: Invite audiences to share stories about their mother figures.
Post-purchase experiences: Follow-up messages, thank-you notes, or loyalty content.
Purpose-driven activations: Partner with charities that support mothers, maternal health or family support services.

The Final Word

The best Mother’s Day campaigns reflect back what people feel—not just what they’re expected to buy.

As Ricardo Seixas, CEO of One Day Agency, puts it:

“Great campaigns don’t just push products—they mirror culture. And on Mother’s Day, culture is saying that love, care, and appreciation come in many forms. Brands that respect that nuance will win, not just in sales, but in loyalty.”

Need Help Crafting the Perfect Mother’s Day Campaign?

At One Day Agency, we help brands build smart, inclusive campaigns that convert—across every channel from Meta to Google to outdoor and cinema. Whether you’re targeting busy buyers, emotional gifters or inclusive audiences, we can help shape the creative and media strategy to get there.

Get in touch and let’s make this Mother’s Day campaign your most impactful one yet.

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