Jergens
Jergens “A Mom is a Mom” Mother’s Day Campaign
Situation Analysis
Mother’s Day 2021 was especially memorable for first-time moms, as being socially safe was a prime consideration. Jergens responded to this challenge by helping media influencers celebrate Mother’s Day virtually by sharing their own personal Mother’s Day memories through a series of intimate hero videos. To cheer them on, the agency connected an inclusive variety of moms — from those for whom Mother’s Day is beloved old hat, to new moms as they enter the fold, to under-recognized, non-traditional mom groups.
Objectives
The objectives of this campaign started with expanding the Jergens’ dominant market share in the hand and body lotion segment. With online sales outpacing traditional brick and mortar retail, increasing brand loyalty in an omnichannel environment was a necessity. We also wanted to express the “Jergens is for all” brand promise and include a wide spectrum of mothers to make all moms feel seen and loved this Mother’s Day.
Strategy
The key strategy was to leverage Mother’s Day to continue to own the brand’s tentpole moment via a heartfelt and meaningful integrated campaign that demonstrated what it means to be a mom. Furthermore, the brand was dedicated to reaching an inclusive spectrum of moms by working with real-life influencers and sharing their personal motherhood stories. The campaign was also intended to resonate with families by acknowledging the impact that COVID had on traditional Mother’s Day activities for all moms.
Execution & Tactics
The campaign kicked off with a thoughtful hero video starring real moms (digital influencers) representing a variety of mom groups. We identified, vetted and contracted these moms to star in the videos and share their stories via intimate vignettes that we filmed during the shoot day. To ensure our message came off authentically, we established relationships with key advocacy groups, including GLAAD, Project RACE and Voice for Adoption.
To bring the Mother’s Day message to life, we delivered a Jergens-inspired tablescape to influential media to help set their virtual table and crafted a DIY Cherry Almond Cake Mix delivery to equip 15 top TikTok mom influencers and their families with everything they needed to make a festive dessert reminiscent of the Jergens signature scent. We also supported the campaign with a series of one-minute long interviews that provided a deeper look at each mom featured in the campaign by showcasing their path to motherhood.
We also planned and facilitated a media day with mother/daughter duo Leslie Mann and Maude Apatow to discuss the “A Mom is A Mom” campaign, as well as share a glimpse into their relationship, and what their current beauty routines look like.
Effectiveness & Results
The success of the campaign was evidenced by eleven top-tier media placements including The Talk, Entertainment Tonight, Allure.com, Byrdie.com, StyleCaster.com and TheZoeReport.com with over 1.5 Billion media impressions. According to a study by The Talk.
The Jergens integration followed by the Jergens ad resulted in 82% brand recall.
Furthermore, the social element of the campaign bolstered over 3 million organic social media impressions.
Project Visuals
