[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
With the arrival of Spring and the return of fine weather, the French are looking forward to the May bank holidays, as well as Mother’s Day. This is a <\/span>symbolic event<\/b> and therefore a key moment on which brands can capitalise.<\/span> <\/p>\n Mother’s Day marketing campaigns are a strategic way of raising visibility, stimulating a community and boosting sales. In this article, we share some <\/span> ideas for Mother’s Day competitions<\/b> based on the objectives to be achieved.<\/span> <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Mother’s Day<\/span><\/a> (which takes place on the last Sunday in May in France) is an event celebrated by<\/span> more than 80% of French people.<\/span><\/a> It’s a time to celebrate mothers and spend time with loved ones. It generates <\/span>major spin-offs for brands. <\/b> This is the second biggest marketing event in France in terms of gifts, just behind Christmas. <\/span><\/p>\n It has an impact <\/span>on company sales and is a major boost to revenues. In France, <\/span>the budget for Mother’s Day is 66 euros. <\/b>Brands use this opportunity to showcase their products and services or share gift ideas with their customers. Mother’s Day is an opportunity to<\/span> communicate values. <\/b>Retailers can share campaigns that will strengthen their brand image, raise their profile, increase their sales <\/span>strengthen relationships<\/span><\/a> with their audience.<\/span>[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n To stand out from the crowd at this major event<\/span>, companies can engage their community with fun, interactive experiences. Gamified marketing, or the introduction of playable elements into campaigns, is a lever for capturing an audience’s attention. <\/span><\/p>\n Companies can turn to different marketing game formats<\/a>. A photo contest<\/span><\/a> can engage the community around a challenge while generating content (or<\/span> UGC for User Generated Content<\/span><\/a>) that the brand can share.<\/span> The<\/span> sales promotions<\/span><\/a>, in-store or online, enable you to :<\/span> <\/p>\n Here are<\/span> 3 examples of original interactive campaigns<\/b> inspired by gamification, such as <\/span> the Mother’s Day marketing campaign<\/span><\/a>.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Mother’s Day is an opportunity to<\/span> forge closer links with the community<\/b>. The campaigns surrounding this special day are an opportunity to promote family values.<\/span> <\/p>\n Brands can take advantage of Mother’s Day to<\/span> create a close relationship with their audience<\/b>. Using sales events to extend the time spent with the brand.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n For Mother’s Day,<\/span> Galeries Lafayette<\/span><\/a> have come up with a 100% winning<\/b> One-Armed Bandit <\/a> via a game terminal installed for 3 days in 6 shops in France. Results exceeded expectations, with above-average participation. The 1 minute 20 second game time demonstrated an interest in the animation, confirming the success of this campaign. <\/span><\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2025\/02\/Galerie-lafayette-borne-fete-des-meres.webp” alt=”Galeries Lafayette Mother’s Day terminal” title_text=”Galeries-Lafayette-Mothers-Day-terminal” align=”center” disabled_on=”off|off|off” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Mother’s Day competition was available in mobile format via a QR code. This strategy increased the reach of the campaign. It made it possible to animate all the shops, with [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2025\/02\/Galeries-lafayette-jeux-concours-fete-des-meres.webp” alt=”Galeries Lafayette Mother’s Day competitions” title_text=”Galeries-lafayette-contest-mother’s-day” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”0px|||||” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2025\/02\/Galeries-Lafayette-jeux-concours-fete-des-meres-1.webp” alt=”Galeries Lafayette – 100% winning [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n To build customer loyalty, brands need to multiply the number of points of contact. <\/span> Trade fairs are strategic in terms of engagement<\/b> because they offer opportunities to connect with the audience.<\/span> <\/p>\n For Mother’s Day, many people turn to social networks to<\/span> find gift ideas<\/b>. It’s a good idea to create a competition to engage prospects and customers and move them along the buying funnel.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n SFR’s Mother’s Day campaign in the Caribbean aimed to raise brand awareness by engaging its audience. The mechanics <\/span>Match 3<\/span><\/a> was a resounding success, boosted by Adictiz Ads media coverage.<\/span> Participants were highly engaged<\/b>, spending an average of 11 minutes on the game per user.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2025\/02\/SFR-jeux-concours-fete-des-meres.webp” alt=”SFR – Mother’s Day competition” title_text=”SFR-mother’s-day-competition [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Finally, Mother’s Day is an opportunity<\/span> to encourage consumers to buy their gifts.<\/b> The competition is a tool for generating sales, as it allows you to share attractive incentives (vouchers, discounts, free products, etc.) with your customers. <\/span><\/p>\n Gamification makes it easier<\/span> to personalise recommendations<\/b> by offering retailers methods of<\/span> collecting product preferences<\/span><\/a>.Via mechanisms such as <\/span>Swiper<\/span><\/a> or <\/span> Gift Finder<\/span><\/a>. Brands will be able to offer customised gift guides that are effective in generating conversions.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||-5px||false|false” global_colors_info=”{}”]<\/p>\n To mark the occasion, Les Galeries Lafayette offered its customers the chance to win gift cards. This instant win strategy ( <\/span>the Pinata<\/span><\/a>) has enabled us to<\/span> collect qualified leads<\/b> and boost conversions.<\/span> <\/p>\n\n
Mother’s Day: a key commercial event for brands<\/strong><\/h2>\n
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\n<\/span><\/p>\nGamification to communicate around Mother’s Day<\/strong><\/h3>\n
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<\/span><\/li>\n1. Mother’s Day competitions to stimulate your community <\/h2>\n
Example: Galeries Lafayette’s Mother’s Day game<\/strong><\/h3>\n
<\/span>a 100% winning concept.<\/span><\/a> In addition, this co-branding operation made it possible to <\/span>collect opt-ins for Galeries Lafayette<\/b> and its partner brand, Rosemood.<\/span><\/p>\n
” title_text=”Galeries-Lafayette-100%winning
” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n2. A Mother’s Day sales promotion to engage customers<\/h2>\n
Example: SFR’s Mother’s Day campaign<\/strong><\/strong><\/h3>\n
” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2025\/02\/SFR-jeux-fete-des-meres.webp” alt=”SFR – match3″ title_text=”SFR-match3″ align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-4″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n3. A marketing game to generate sales for Mother’s Day <\/h2>\n
Example: Galeries Lafayette’s Mother’s Day marketing campaign<\/strong><\/h3>\n