Research shows that O Boticário leads the ranking of most remembered brands in maternity campaigns.
Mother’s Day is one of the most important dates for commerce, being the second most relevant for retail, behind only Christmas, and influencer marketing plays a crucial role in this movement, connecting brands with consumers through digital influencers. With that in mind, the Squida leading technology company in data-based influencer marketing, conducted a survey with 1,000 content creators registered on the company’s platform to understand their opinions and behaviors about marketing campaigns for the date.
The study revealed that 48% of responding content creators felt there was a lack of topics on motherhood throughout the year and that campaigns related to the topic could be closer to the reality of maternal life. Among the main themes that influencers feel are missing throughout the year are, mainly, real motherhood (32%), representation (11%), feelings and emotion (4%) in addition to self-esteem beyond motherhood (3.7%).
The research also shows that there are great opportunities for brands that seek to develop campaigns that go beyond promotions, but that connect emotionally with consumers. For those interviewed, when it comes to Mother’s Day campaigns, the brands most remembered by content creators are: The boticario (36%), Nature (11,97%), Renner (3,88%), Vivara (2,70%) e Cocoa Show (2,45%).
While for the most inspiring brands when the topic is motherhood, the leaders were O Boticário (19.58%), followed by Natura (14.50%) and Pampers (4.60%) on the podium, followed by Renner (3.89%) and Johnson & Johnson (3,77%).
Furthermore, the research also identified the Brazilian influencers who most inspire content creators when the topic is motherhood. Among the most remembered are ViihTube, Virgínia Fonseca, Bianca Andrade, Flávia Calina and Tata Stanieck.
Influencer Marketing
As the subject is influencer marketing, creators also chose their favorite platforms to promote brands. The result was: social networks with purchasing features (61%), marketplaces (15.25%), the brand’s own website (18.75%) and applications dedicated to e-commerce (4.75%). Regarding the main challenges during campaigns carried out for commemorative dates, the most mentioned were maintaining authenticity while promoting a brand, finding products that are relevant to your audience and competing with other influencers in the same niche.
In addition to their opinions on motherhood and communication on Mother’s Day, the influencers also shared a little about their experiences with campaigns carried out during the date. The majority of influencers (62.60%) would agree to participate in a campaign in exchange for the brand’s products, while 36.90% of those interviewed would only accept this type of advertising with a fee.
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