Zales’ Mother's Day Effort is #Super Digital

While floral and gift brands generally target husbands and adult children with Mother's Day offers, Zales has been zeroing in on moms and daughters on Facebook. The jewelry brand says its "Celebrate Your SuperMom" ads on the social site have targeted women 25-plus years of age. It's also been running promoted tweets on Twitter in an integrated campaign, involving Pinterest, display ads, in-store hashtags, TV spots and catalogs.