Shapermint’s influencer-led Mother’s Day campaign sees 7M views on social media – Mobile Marketer

Brief:

  • Shapermint has seen more than 7 million views of its #MakeTheCall social media campaign around Mother’s Day, per an announcement shared with Mobile Marketer. The direct-to-consumer (DTC) marketplace for shapewear is running the effort, which urges social distancing, on Facebook and Instagram with the support of social influencers.
  • Unlike past campaigns that have promoted its shapewear products, Shapermint is urging people to make video calls to their moms on Mother’s Day instead of visiting them in person during the coronavirus pandemic. As part of the push, Shapermint created a video in the style of a public service announcement that shows six real women making heartfelt video calls that express their gratitude to their moms.
  • Shapermint’s brand ambassadors include actress Tori Spelling, reality-TV star Kira Girard and more than 100 influencers who are sharing the video with their followers. The women will post the calls they make to their moms in the lead-up to Mother’s Day.

Insight:

Shapermint’s campaign for Mother’s Day is gaining traction with a socially conscious message as many U.S. regions consider steps to lift lockdowns that have kept families apart during the coronavirus pandemic.

Social distancing remains especially important for people whose mothers are elderly and at greater risk of developing more serious complications from the COVID-19 illness, a point that Shapermint aims to reinforce. As millions of people turn to video calling services like Zoom to connect with friends, family and work colleagues, Shapermint is urging them to use the same platforms to reach their
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