Profile: Jeremy Gilley

The man marketing world peace

‘Brands need to create meaningful moments for mums’

Cannes 2012: Brands looking to target mums online should rethink the common  belief that mothers are time poor and always looking for ways to improve efficiency and should instead look to enhance “special” family moments, according to a study.

Bedtime

Yahoo! and Starcom MediaVest Group’s year-long “Brave New Mums” study was released today (20 June) at Cannes Lions Festival  of Creativity. It found that brands have a key opportunity to tap into the 69% of mums that plan special family activities online.

The study says marketers can leverage this market by elevating day-to-day routines into more meaningful experiences. It adds, for example, that while 64% of mums read to their children, only 17% enjoy it, representing a marketing opportunity to help make a ritual more special.

Brands can also help mums discover new routines - as 83% of mums were found to enjoy planning activities for their families online. Some activities, such as traditional birthday parties, can be leveraged by brands to allow mums the freedom to maintain them in the way that is “modern, manageable and still special”.

Mums who have enjoyable experiences should then be offered the opportunity to extend those special moments so they can be relived forever. Around 74% of mums take photos using their mobiles, so there is a brand opportunity to offer a way to collate these images together.

Lauren Weinberg, vice president of research and insights at Yahoo!, says as mums shift away from “running down to-do lists” towards meaningful moments there are ample opportunities for brands to help be a part of that movement.

While brands have understand special moments are important to mums for years, Starcom MediaVest Group’s vice president and global director Adam Kruse says mum’s do not just want to be acknowledge, they want help in creating more meaningful occasions “that matter so much”.

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