The unique minds of mothers
When preparing a creative showcase of digital campaigns targeted to mothers, the first question that demands an answer is, "Is the creative that appeals to moms really all that different from the creative that appeals to everyone else?" In other words, are mom brains actually different? And, as it turns out, yes, they are.
In "The Buying Brain," Dr. A.K. Pradeep discusses the marketing implications of the fundamental differences among the brains of different groups of people. In conducting his research, not only did Pradeep find significant differences between the brains of men and women, but he also found that the brains of mothers are significantly different than those of other women.
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Based on the unique characteristics associated with the brains of mothers, Pradeep found that certain creative elements are more likely to receive a favorable response from moms than other demographics. These include:
- Creative showing relaxing activities between a mom and baby, especially grooming activities
- Ads where people make eye contact with the audience
- Humorous, less-than-perfect situations regarding motherhood, children, or everyday life
- People enjoying the scents of products
- Pleasant, soothing sounds (no screeching or screaming, even if it's supposed to be funny)
Some brands have mastered the art of connecting with mothers, while others are still trying to figure out what makes this lucrative demographic tick. At this year's ad:tech New York, digital marketing specialists showcased stellar digital creative executions targeted to moms across four key verticals:
- Entertainment
- Consumer packaged goods
- Food and beverage
- Services
Take a look at these evocative case studies and learn how you can deliver uniquely relevant messages that drive moms to action.
