Though UGC can be challenging to source and use, the team felt it was the right approach because “these are real stories, real feelings, real emotions,” Mason said, “and we felt that we wouldn’t be doing these women justice, nor would we be able to capture the same emotion, through actors.”
‘The hardest part’
The campaign is a heart-tugging successor to the brand’s Mother’s Day 2023 work, which also looked at the holiday through a different lens than the category norm.
“The Hardest Part: A Teleflora Love Story” celebrated the bonds between mothers and their children, but turned the focus to the bittersweet feeling of loosening the parental grip. The hardest part isn’t “the day-to-day mess, stress and exhaustion” of raising children, per the brand, it’s letting go so they can grow up.
“MotHER: A Teleflora Love Story,” which continues under the ongoing #LoveOutLoud banner, will get distribution on YouTube, Facebook, Instagram and TikTok, as well as connected TV, digital and mobile. The brand is encouraging consumer participation via a template on Instagram Reels. Those who highlight their mothers as individuals, not just caretakers, have a chance to win a free bouquet.