Mother’s Day has come and gone, and true to form the social media community stepped up in expressing their love for their mothers with sentimental messages and heart shaped emojis aplenty.
Here’s a look at how the biggest online retailers in Singapore, Malaysia, Indonesia and Hong Kong took the opportunity to tug at their consumer’s heart strings and drive online sales.
(Data collected is based on public mentions around the topic of Mother’s Day on major online retailers in Singapore, Malaysia, Indonesia and Hong Kong from 7 May to 14 May 2017.)
Clozette and EZBuy win hearts on social
Looking at the Top Hashtags module on our social media monitoring platform, Digimind Social, four branded hashtags, #clozette, #fashionvalet, #amazon and #ezbuy trended on social in the week leading up to Mother’s Day.
EZBuy, an online shopping platform for internal goods, leveraged prominent local influencers to spread the word about their Mother’s Day promotion with a unique link for their followers.
Mother's Day is about celebrating with your mother but if you look at the second picture, what do you think? Even though everyone is celebrating but my mom is working at @kamsroast_sg I'm happy that I'm able to meet her as she's a strong woman from the start. The moment when I surprised her at @kamsroast_sg , she smiled instantly and that's enough for sure. If you are nearby or intending to eat at @kamsroast_sg, do remember to say hi to my Mom! 🙂 Join @ezbuy.sg Mother’s Day giveaway on FACEBOOK and check out affordable gifts for your mum from ezbuy local marketplace today! Free $10 shopping voucher when you sign up using my link >> bit.ly/geraldpngEzbuy No minimum spending, just shop for free! #ezbuy #Mothersday
Even though I am horribly unprepared for my finals tomorrow 😩 just want to give a shoutout to my dearest mummy 💋 for being my motivation to study hard throughout uni 🎓 and eventually get my scholarship! 💰🎯 👀 How will you be celebrating with your mum this Mother's Day? 🤗 Join @ezbuy.sg Mother’s Day giveaway 🎉 and check out affordable gifts for your mum from Ezbuy's local marketplace today! 🎁 Get a FREE $10 shopping voucher when you sign up using my bio link 😻 with no minimum spending, just shop for free! 💕 #ezbuy #mothersday
While Clozette did not launch an official campaign, numerous lifestyle bloggers and influencers took to Instagram to post mother’s day wishes, adding the brand’s hashtag to maximise the reach of their content. The aesthetically pleasing nature of the photos, coupled with heartwarming captions and a combination of hashtags, helped to earn a high amount of engagement.
Thank you for choosing me to be ur momma and letting me call you my baby. This Mother's Day is even more special coz of u 👩👧😍👶🏻😘 Happy Mother's Day to all the moms out there and those who r going to be. I have extended the giveaway for 2 more days on this occasion but I do have two lucky moms as winners to Johnson's baby classic range hamper – @zulaiqaazizi & @fatinhazwanier . Congratulations, please PM me your contact details so that we can send it to you soon. #mommybaby #myfirstmothersdayasamom #happiestplaceonearth #beingemotional #momblogger #fashionblogger #lifestyleblogger #clozette #sapphireziva
Everyday is Mother's Day to me. My beautiful, strong, resilient Mom raised my sister and me on her own. Growing up, she provided us with everything from love to teaching us the meaning of determination. Even during the tough times, she pushed forward with grace and confidence. As I prepare to be a mother, I can only hope I am as strong and loving as you are. Thank you for everything. Love you always 💖 Outfit:@missdesicouture Mom's outfit: she designed (mom is my fashion inspiration 🙌) #getitfrommymamma #twins #mothersday #clozette #sgblogger
For FashionValet and Amazon, several small and medium lifestyle businesses tagged their posts with the respective brand’s hashtag to maximise the reach of their content on social.
Best wishes… on Instagram
Unsurprisingly for the online retailers monitored, 56% of Mother’s Day related posts were on Instagram, by said influencers and social media users. This was followed by Facebook and Twitter at 24% and 9% respectively, with the brands posting actively to promote their various Mother’s Day promotions.
While the top influencers on Facebook and Twitter were the online retailers themselves, it was lifestyle influencers like Youtiao666, Burqq and Joanna Soh who lead the Mother’s Day conversation on Instagram, along with brands FashionValet and Lazada Malaysia.
Lazada Singapore dared to be different with influencers, Youtiao666
Looking at our analytics module on Digimind Social, Lazada Singapore’s social media engagement grew the most, by approximately 10,000% from 7 May to 14 May.
What accounted for this whopping growth?
According to our Top Publications module, the two top performing posts were a collaborative video featuring Singaporean influencers Youtiao666, and were published on YouTube and Facebook:
Titled “Lazada Mother’s Day: Buy Me…” on YouTube and “What was the last thing that you bought your mom?” on Facebook, the video earned over 34,000 interactions across both channels for its offbeat, yet humorous tone, which contradicted the sentimental undertones of other Mother’s Day related posts. The slogan #buymeshit also highlighted its Mother’s Day sale and encouraged followers to purchase gifts for their mothers.
The case for influencer marketing
Influencer marketing has come under fire lately, especially with the recent Fyre Festival fiasco in America, and the controversial Faves Asia’s video in Singapore. However, influencer marketing in Asia still holds some clout in communicating brand messages to the masses, as shown by the enormous engagement earned by Lazada Singapore and Youtiao666’s collaboration, as well as local influencers leading the Mother’s Day conversation on Instagram.
When considering influencer marketing for celebratory days close to the heart, it is important for brands to:
- Identify the right influencers to collaborate with by assessing their content and audience reach, to ensure the brand message is ultimately reaching and converting a potential buyer
- Allow influencers to create content that resonates not only with the brand, but also themselves, to create a personal and authentic touch that connects the brand with the audience
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