Brands Discuss Mother's Day Marketing on Facebook

Social network is key part of push for 1-800-Flowers, Zales

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Earlier this year, Facebook polled 1,000 users on what they were planning to buy as Mother’s Day gifts. Flowers topped the list, with jewelry tying clothing in the number-three spot. Another major part of Mother's Day gifting? Facebook. Adweek talked with 1-800-Flowers.com and Zales about the role the social media giant plays in their Mother’s Day marketing strategies.

Zales’ “SuperMom” campaign spans TV, print, catalogs, online display, email, Zales.com, Twitter and Pinterest, but Facebook is the “anchor for the overall campaign,” said Matt Kennedy, the brand’s director of e-commerce marketing.

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