Teleflora’s Holiday Campaign Aims for Realistic Portrayal of Motherhood

135
Teleflora’s Holiday Campaign Aims for Realistic Portrayal of Motherhood

The videos in Teleflora’s “Love Makes a Mom” campaign feature a variety of families, including a mother of a daughter with Down syndrome. Teleflora’s latest Mother’s Day campaign shows that families come in all shapes and sizes, but that love is the universal thread of motherhood. On Monday, April 30, the company released a series of 60-second videos on YouTube, Facebook and Instagram titled “ Love Makes a Mom .” The campaign is part of Teleflora’s overarching “ Love Out Loud ” brand platform, which launched in early December with a massive wall of flowers on the National Mall in Washington, D.C. It was followed by a “ Not-So-Secret Admirers ” Valentine’s Day promotion in Times Square in New York City. “The unifying message of our ‘Love Out Loud’ campaign efforts each holiday is a rally cry to overshare and a call to arms to stop holding back, to take a risk, and go beyond the expected when sharing your love with others,” said Kelly McKeone, Teleflora’s vice president of consumer and florist marketing. “These videos further that theme by celebrating the unconditional love that unifies all moms. We hope that, this Mother’s Day, viewers will love out loud and send the fearless women in their lives a bouquet that is made and delivered by hand by a local Teleflora florist,” she added. The videos, which will be promoted online across a paid advertising campaign on YouTube, Facebook and Instagram, feature a variety of families, including a mother of a daughter with Down syndrome, a U.S. Army veteran who stepped in to raise her younger sister and a same-sex couple. Teleflora worked with real-people casting agency to find women with compelling stories to share. https://www.youtube.com/playlist?list=PLdg4d5pE7xvKkT_n2gxau1DelQSuD_BRd “Showing a variety of experiences was a key component in this campaign,” McKeone said. “Most women do not feel like they are accurately portrayed in the media and Teleflora wants moms to know that we understand that there is no cookie-cutter version of motherhood.” To promote “Love Makes a Mom,” Teleflora also tapped a diverse set of more than 25 mothers, who will share the videos and include their own personal anecdotes about the acts of love they do for their families. The company will also appear on ABC’s “The View” on May 10 with one of the families from the videos. The spot will include fresh bouquets from Teleflora’s Mother’s Day 2018 collection, created by Starbright Floral Design and florist Gerry Toh. In addition, Teleflora partnered with singer and songwriter Jason Mraz for an exclusive Mother’s Day social media sweepstakes, which runs through May 9. Ten lucky fans who enter the contest on the custom Mother’s Day sweepstakes entry page will win a $100 Teleflora gift card to order a beautiful floral bouquet for mom. This sweepstakes to spread the love also coincides with the release of Mraz’s single and video “Have It All,” which launched on April 27th.