The power of GIFs in Mother's Day campaigns
On Sunday 3 May, as it happens every year, the Mother's Day And with it, a myriad of email marketing campaigns where brands deployed all their tactics and strategies to get their products to become the gift that their subscribers would buy. This year, however, the context was quite different from previous years.
In this post we would like to show you two campaigns that caught our attention and that we believe are clear andxamples of creativity and the ability to adapt to the current situation. Both have one thing in common: the great power it gives them. on GIF that they have implemented.
Clinique and its competition
The cosmetics brand Clinique organised a competition on his Instagram for this special date. To spread the word about it, he created this email campaign, which you will see below:
I don't know if you agree with us, but we find the GIF they implemented at the top of the email really creative and original, which compiles those phrases that more than once we have heard in our mothers' mouths. In fact, This same GIF is what gives life not only to the campaign, but also to the contest itself.í, as the user must choose the phrase with which he or she feels most identified. As we can see, everything revolves around him.
The email also describes the steps the subscriber must follow to participate in the contest and finally, the subscriber is directed to the brand's Instragram.
The fact of disseminating the competition via email is a good opportunity to get subscribers who are not Clinique followers on this social network to follow Clinique.. Therefore, this campaign is also a clear example of the how to have good communication between channels.
Decathlon as a clear example of adapting to the current context
Decathlon opted for a Mother's Day campaign 100% very well adapted to the current situation. and which we had to deal with last Father's Day.
In this case, the GIF at the top of the email, which is made up of a collection of beautiful images of mothers and children sharing moments, again takes centre stage. It is accompanied by a message that, as we said, is totally adapted to the current situation of confinement and is very cleverly linked to sport. The result? A gif and a very emotional campaign:
Mum, it doesn't matter if the track is shorter now, if the waves are in the garden or if we have to walk a little further apart. It doesn't matter if the living room is your new gym, the important thing is that we continue to share moments together. Today the applause goes out to you, mums.
Happy and sporty Mother's Day!
In short, once again we see how the GIF applied with good taste and following best practicesis a tool that allows us to unite text and image and convey messages that we would otherwise not be able to get across in the same way.
