Mother’s Day is a time to express gratitude to mother figures for all of their contributions, large and small. But how did consumers choose to celebrate one of the most important women in their lives? Our Most Viewed Video Ads list for Mother’s Day will help you understand what moms really wanted in 2022.
What do moms want in 2022?
Average planned consumer spend on Mother’s Day jewellery has been increasing since 2020 (source: Statista), most likely due to pandemic-induced closures of dine-in restaurants and other in-person experiences. Although most restrictions have lifted in 2022, 41% of Mother’s Day consumers planned to gift jewellery this year, up from 34% in 2021 (source: Diamonds.com).
Jewellery and other traditional Mother’s Day gifts such as flowers and cosmetics dominated our list of Most Viewed Video Ads, with 60% of our top ten ads coming from either jewelry or floral companies.
So although the world seems to always be growing in complexity, marketers will note that the keys to a mother’s heart have remained relatively unchanged.
Now let’s take a closer look at our list of the Most Viewed Video Ads for Mother’s Day 2022.
Most Viewed Video Ads: Mother’s Day
| Rank | Brand | Campaign | Release date | Total views |
| 1 | Swarovski | Bring Her Love To Light | April 14, 2022 | 8,360,745 |
| 2 | Publix | Mother’s Day | April 26, 2022 | 6,223,271 |
| 3 | Dick’s Sporting Goods | DICK’S Sporting Goods Mother’s Day 2022 | April 27, 2022 | 4,807,977 |
| 4 | Teleflora | Role of a Lifetime | April 25, 2022 | 4,730,486 |
| 5 | Pandora Jewelry | Pandora Mother’s Day | April 7, 2022 | 4,033,543 |
| 6 | Harry & David | Harry & David Mother’s Day Tradition | April 19, 2022 | 1,319,644 |
| 7 | Sephora | Sephora Celebrates All Moms | April 22, 2022 | 667,777 |
| 8 | 1-800 Flowers.com | MVP Moms: Why Tori Foles Is the Real Star of Her Family | April 22, 2022 | 563,264 |
| 9 | Michael Hill | Mother’s Day 2022 | Apr 10, 2022 | 508,915 |
| 10 | Jergens | A mom is a mom. | Jan 26, 2022 | 249,407 |
*Data collected by AcuityAds’ True Reach™ insights platform from April 4th – May 3rd, 2022
Key Insights
1. Real over rehearsed
There’s nothing better than a mother’s love, and brands know it too. Some of the best ads of Mother’s Day 2022 chose to highlight the real words and faces behind motherhood, like Teleflora’s Role of a Lifetime, which featured real mothers reading letters from their children under the guise of being given fake ones.
2. Emotions on display
Almost all of the ads in our list featured emotional appeals to consumers, replicating the positive feelings we associate with moms—comfort, confidence and love. Swarovski’s first place ad Bring Her Love To Light is a great example of this. It featured a diverse group of mother daughter duos wearing Swarovski’s bold new jewelry line as an encouraging voice message from mom played as the audio.
3. The many faces of motherhood
A few of the ads on our list chose to focus on inclusive marketing, celebrating motherhood in all its forms. Birth moms, adoptive moms, stepmoms and more were put in the spotlight in Jergen’s tenth place ad A mom is a mom, emphasizing ‘you don’t have to go through labour to be a mom—it’s a labour of love.’
Want to see more Mother’s Day ads? Check out illumin’s top picks for Mother’s Day ads in 2021 and 2023.
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About True Reach™ insights platform
Increase total views and time spent on your video campaigns without increasing advertising spend. Our proprietary True Reach™ technology harnesses all publicly available view data on social platforms to track real-time performance and enable decision-making that optimizes your Share of Attention™.
