• Andrew Collins

How Mother’s Day is Celebrated on Chinese Social Media

Updated: Jun 7, 2019

Mother’s Day is just around the corner likely signalling brands and companies trying to capitalize with targeted marketing campaigns especially via social media. Let’s take a look at some successful Mother’s Day campaigns on Chinese social media from last year to see how they went about activating and engaging their followers.

Starwood Hotels & Resorts

For their Mother’s Day campaign, Starwood had users upload a photo of their mother and share a heartfelt story about her. Users had to use the hashtag #喜达屋家庭月, which means “Starwood Hotels & Resorts Family Month”. The user with the post that received the most re-posts won a free meal and hotel stay for two. Starwood understands that Chinese people are more emotionally conservative when it comes to expressing their love. This campaign served as a call to action contest to engage with user’s mothers and show her how much she is appreciated. In the end, this campaign turned out to be pretty successful, generating 312,000 impressions and 177 re-posts.

Guerlain

This French luxury skincare and cosmetic company launched a campaign on Weibo featuring its Orchidée Impériale product line during Mother’s Day.

For users who re-tweeted and wrote a post honoring their mothers, they would be entered to win a Orchidée Impériale for their mother.

Chow Tai Fook

Chow Tai Fook created an app on Weibo called, “My Best Mom.” Users could create “Certificates of Appreciation” for their mother.

The app allowed them to choose from nine different mom types and accompanying jewelry styles. They could then share their certificates on Weibo to be entered into a drawing.

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