Retailer and Pinterest come together to celebrate Mother’s Day with inspiration and products.
Everyone knows that there is plenty of love in the equation of motherhood, but there are not enough hours in the day to take care of the children, the house, work, and yourself. As an accomplice of women, the Renner launches a Mother’s Day campaign that encourages possible motherhood, with less self-demand. Using the hashtag #MãeContaComigo, the brand invites people to form a more active support network, recognizing the challenges of motherhood, welcoming and showing all their admiration for mothers. In addition to the emotional bond, communications reinforce Renner as a destination for purchasing gifts for all styles. Suggestions for the date are available on the brand’s e-commerce and in all stores in Brazil.
To stimulate reflections and conversations about the maternal routine that often overwhelms women, Renner’s campaign highlights a television film, content on social media and influencers with inspiring stories.
“Mother’s Day is a special and sensitive date for all of us, as it affects emotions a lot. Renner is a brand close to its clients and creates campaigns that truly connect with the reality of each one. This year, we chose to look at a challenge that is part of mothers’ lives, which is maternal overload. We want to show, in a welcoming way, that the exhaustion of everyday life should not be increased by self-demand and that a more participatory support network is essential on this journey”, says the Marketing Director of the Lojas Renner Ecosystem, Renata Altenfelder.
Love and complicity
Can a mother’s journey fit into 24 hours? With a light and inspiring approach, the campaign film shows that this is not the case. To present this account that doesn’t add up, the narrative shows the story of a girl who, when counting her mother’s routine tasks, recognizes how much she goes out of her way to make everything happen. Focusing on their complicity, the film shows that there may be hours missing in a mother’s day, but there is always plenty of love. Signed by Suno Paim, the production premiered on April 25th during the Jornal Nacional break, on Rede Globoand continues to air on open TV channels and on YouTube from Lojas Renner until May 12th.
Check out the film below:
Since April 23rd, the campaign has been on Renner’s social media, illustrated by a shooting that captured genuine moments of connection between mothers and children, including Isa Scherer (@isascherer) with little Mel and Bento. In its own content and partnerships, the brand will stimulate reflections and dialogues about motherhood, inviting women to share how each one deals with their daily lives. To deepen this conversation and encourage the formation of a support network, Renner activated its entire fixed squad of creators and a special team with names like: Bia Ben (@imbiaben), Eliezer (@Eliezer) and Thai by Melo Bufrem (@thaidemelobufrem). In total, there will be around 30 influencers exchanging experiences and sparking a welcoming dialogue on the topic.
The #MãeContaComigo campaign follows the creative guideline “Discover your style of being free”, launched by the retailer in 2023. Since the end of last year, the theme of female freedom has marked Renner’s communications. With each new campaign, the brand deepens a complicit and genuine dialogue with its consumers, encouraging women to exercise freedom in different ways, in fashion and in life.
Perfect gift for all styles
To make choosing the perfect gift easier, the brand held its Mother’s Day Live Shop on April 30th, at 8pm, presented by Thereza Chammas (@therezachammas) and Rita Saraiva (@ritasaraiiva), with simultaneous broadcast on Renner’s website, App and Instagram. At the end of April, the retailer held the Style Marathon: a series of lives on Instagram with affiliates of the Favoritos Renner program, who provided tips on stylish fashion and beauty gifts.
In Renner’s physical stores, from April 28th to May 12th, customers can find special activations in the Beauty area, with personalization of perfume bottles, exclusive gifts and customized gift bags. Through omnichannel, Renner reinforces its proximity to the public, with an integrated, practical and charming shopping experience in physical stores, on the website and on the App.
Renner e Pinterest
To strengthen celebrations for mothers across Brazil, Renner teamed up with Pinterest for the “Mother, count on me” campaign, which will run until May 12th, Mother’s Day. On this special date, there is always room for gifts, and an example of this is the 600% increase in the search for “Mother’s Day gift” on Pinterest, according to internal data from Pinterest research from February to March 2024 compared to March to April 2024.
Renner is the first advertiser in Brazil to use “editorial sponsorship”, a new format for sponsored content on the platform. This type of ad is available in the “search” tab, styled like curated editorial content, allowing Pinterest to help bring a specific moment or trend to life so that the brand can reach the consumers it wants.
The campaign, created by the advertising agency Paimfrom Rio Grande do Sul, aims to recognize the brand and also discover and sell the retailer’s products on the inspiration platform.
“People turn to Pinterest for tips and products to help them create unique moments. It is a privilege to enter into this partnership with Renner, a reference company in the Brazilian market, as our first advertiser to use the new content format to celebrate a date as special as Mother’s Day. With this, Renner can reach its audience with high impact across the entire platform, facilitating the purchase of products that consumers are looking for”, highlights Rogério Nicolai, Business Director at Pinterest for Brazil
Check out some examples of the content of this campaign:
You can bet: she will be enchanted e Tributes that every mother loves.
Film technical sheet
Markets: National
Piece: Film
Agency identification: Paim Comunicação
Client: Lojas Renner
Medium: Television
Piece: Individual
Format: 30”
Product: Mother’s Day
Title: Mathematics
Creative director: Rodrigo Pinto
Head of Creation: Paloma Peixoto
Art Direction: Fernanda Ferreira
Editor: Shayane Azevedo
Paim Service: Lígia Soletti, Michele Bruschi and Bruna Flores
RTVC producer: Ana Paula Luce and Mário Seefeld
Planning: Eduardo Flores, Carolina Noll and Cariane Camargo
Media: Carla Azevedo
At least 1 vehicle/publicity space, exhibition or display: Rede Globo
Responsible for approval (client): Renata Altenfelder and Vivian Alves Gomes de Almeida Costa
Video Producer: Dog Fish
Stage Direction: Vanessa Morya
Director of Photography: Licia Arosteguy
Executive Production: André Soares
Service: Bia Fontoura
Art Direction: Tamara Costa Soriano
Production Director: Renato Ângelo
Costume producer: Caroline Albuquerque
Postgraduate Coordination: Bia Fontoura
Editing: Diego Machado
Color Grading: Alan Porciúncula
Audio Production: Hefty
Service: Alline Pecci, Debora Carvalho, Thais Gazoli and Ana Peluzo.
Production: Edu Luke, Otávio Cavalheiro, Cris Botarelli, Bruno Camara, Celso Moretti, Tuco Barini, Renan Marques and Lucas Weingaertner.
Coordination: Larissa Durante and Fabi Lugli
Voiceover: Caca Manica
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