On Thursday May 10, we partnered with MomSelect, headed by Maria Bailey, author of Marketing to Moms and an avid mom blogger, to bring #Supermom to the forefront. We invited over 3,500 influential Twitter moms to talk with us about what makes them Supermoms, their favorite Supermom stories and what Supermom gifts had caught their attention this season. Zales followers were encouraged to attend as well as, via social outreach from the brand, live participation and the annoucement of the grand prize Supermom contest winner. We also leveraged alignment with a national event, Mom’s Nite Out, where moms gathered at malls across the country for a night of shopping, specials and social conversations, to build momentum behind the campaign. Knowing that thousands of moms would already be celebrating each other, it was crucial to bring them into the conversation and leverage a larger audience.

#Supermom garnered 8,244 tweets, delivering 2.7MM+ impressions in two hours, plus 1,500 tweets over two days after the party. Over 68,400 Twitter accounts were reached with over 1,200 Twitter accounts sending five or more tweets. #Supermom trended nationwide in 20 minutes and ranked third on both national and worldwide trending topic rankers. Additionally, #Supermom garnered 4x the tweets of similar Twitter initiatives, including #KmartOutdoor (1,992 tweets) and #DroidRazr4Mom (1,490 tweets). In the end, garnering quick reach proved to be essential for Mother’s Day and helped Zales achieve another quarter of positive same-store sales growth.