BRAND'S launches social media campaign for Mother's Day

BRAND’S has launched a social media campaign, #mumworthy, this Mother’s Day. The campaign aims to celebrate not just mothers but individuals who exhibit maternal traits and are “like mums”. In collaboration with Havas Group, the campaign unveiled a series of mum-related memes highlighting “mum-qualities” to help the public identify the people in their lives who are #mumworthy. These people may be a caring colleague, who makes sure you have your dinner when you work late, or a protective best friend who motivates you to get your life together. BRAND'S also introduced an Instagram Story template which audience can take a screenshot of and repost on their own Instagram accounts. The template also prompts the audience to tag these #mumworthy figures as a way of showing their appreciation. In addition, BRAND’S has held a social media contest where the public can nominate their #mumworthy figures and stand a chance to win two gift sets featuring motifs by local illustrator, @lovage. An e-card is also specially designed for those nominated, using the hashtag #mominated which is a wordplay on "mum" and "nominated". Read also: McDonald’s SG ties Ramadan ad with upcoming Mother’s Day What types of Mother’s Day deals are winning consumers over this year? Kumon MY sheds light on unspoken love with Mother’s Day spot