Brands go social in run-up to Mother's Day

05/7/2012 | Adweek

Brands such as and Zales are launching digital campaigns in the run-up to Mother's Day. Zales is using Facebook as the key destination for traffic driven by broadcast, e-mail, print and Twitter campaigns, while is using the social site to test marketing messages before deploying them on other platforms. "It allows us to really tweak and optimize the marketing messages and the products that will be featured throughout the rest of our marketing program," said President Chris McCann.

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