Influencer Marketing Best Practices for Mother's Day & Father’s Day 2025

As Mother's Day and Father's Day 2025 approach, brands are gearing up to create meaningful campaigns that resonate with their audiences. These holidays represent significant opportunities for marketers, with consumer spending reaching record numbers each year. In fact, in 2024, consumers spent a whopping $33.5 billion on Mother’s Day, and another $22.4 billion on Father’s Day.

However, successful marketing for these occasions requires more than just promoting products. It demands authenticity, inclusivity, and emotional connection. Modern families come in all forms, and consumers expect brands to acknowledge this reality. 

This is where influencer marketing shines. Brands can leverage trusted voices who can share relatable stories and experiences that resonate across the spectrum of family structures while promoting your products in meaningful ways.

In this guide, we’re exploring 4 influencer marketing best practices for creating campaigns that not only drive sales but also forge genuine connections with your audience during these emotionally significant holidays. Here's how to make your Mother's Day and Father's Day campaigns truly stand out in 2025.

Make your campaign inclusive.

While Mother’s Day and Father’s Day are celebratory moments, these holidays can be challenging for many people, whether they’re grieving the loss of a parent (or child), or generally have difficult relationships with their families. 

So, make your campaign as inclusive and as thoughtful as possible. Hear directly from Summer Martin, Senior Marketing Manager at Muse, who shared her insights with us in our Slack community:  

“I worked on a campaign for Mother's Day and it was super important to me to be as inclusive as possible on what 'mother' meant. I wanted to ensure we included ALL mothers — including those actively trying (or struggling with fertility challenges), dog moms, step-moms, and grieving moms. I'd love to do another campaign where we add drag moms, foster moms, and grandmothers who took on the main mother role.” 

By embracing a broader definition of parenthood and acknowledging the complex emotions these holidays evoke, you create meaningful connections with your entire audience. Taking this approach avoids alienating customers, and builds deeper loyalty through genuine empathy and understanding.

As you develop your influencer partnerships, ask yourself: does this campaign welcome everyone's experience of parenthood? This simple question will guide you toward a marketing strategy that authentically resonates across your audience's full spectrum of relationships and lived experiences.

Get creative with who you work with. 

Speaking of being inclusive, expand your pool of influencers when planning your campaign. When deciding who to work with, your first instinct may be to seek out mom or dad influencers who can speak to other parents. 

However, limiting yourself to these obvious choices means missing out on creative partnerships that could yield even stronger results. The parent-child relationship resonates universally, giving brands remarkable flexibility in who they can partner with.

For example, you can include creators like:

• Gift guide creators: There’s a niche for everything — even gift giving. A quick search for “gifts for dad” or “Mother’s Day gift guide” on TikTok will turn up creators with accounts completely dedicated to great gift ideas. Send these specialists a selection of your products well in advance (at least 4-6 weeks before the holiday) and have them feature the items in segmented guides like "Gifts under $50," "Last-minute gifts that don't feel last-minute," or "Gifts for the parent who has everything."
• Lifestyle vloggers: Whether it’s a DIY home renovation video or a viral TikTok dance, many lifestyle vloggers consistently feature their parents in their content. And because their mom or dad has a regular presence in their content, audiences are also invested in their close relationship. This makes it easy for the creator to produce engaging Mother’s Day or Father’s Day content that aligns with the content they would normally create. For your campaign, ask them to surprise their mom with an early Mother’s Day gift (your products) and get their reaction on camera. Capturing candid moments like this will add authenticity to your campaign!
• College students: College students represent a significant yet often overlooked demographic for parent-focused holidays, especially as many return home from campus for summer break around Mother’s Day or Father's Day. With collective spending power exceeding $593 billion, this group shouldn't be ignored. Create content that acknowledges students' limited budgets while emphasizing meaningful gestures. Focus on affordable gift options paired with thoughtful experiences that resonate with cash-strapped students who still want to show appreciation.
• Pet parents: For brands interested in expanding their definition of parenthood, pet influencers offer access to a growing demographic that increasingly celebrates "fur parents" during traditional parenting holidays. Create parallel campaigns acknowledging both traditional and pet parenthood, allowing your brand to participate in the holiday conversation while distinguishing yourself from competitors focused solely on conventional family structures.

Ask creators to get personal.

Are there any campaigns that live in your head rent-free? Usually, it’s because the brand was able to evoke some sort of emotion in you. It’s a smart move, as emotional marketing is proven to be effective. In fact, studies show that emotionally triggering ads can persuade 70% of viewers to buy a product, and emotionally connected customers are more likely to spend double on their favorite brands.

Holidays like Mother’s Day and Father’s Day are the perfect time to run a sentimental campaign. Have influencers share meaningful memories or relatable stories of the special parental figures in their lives, and why your product is perfect for them. Remember, storytelling is everything in influencer marketing. 

For example, M&M’S launched a Mother’s Day campaign to promote their personalized M&M’s products. Influencers posted high-quality, engaging videos featuring their custom M&M’S, paired with heartfelt motherhood stories, resulting in the most successful Mother’s Day season that M&M’S has ever seen.

Repurpose content in paid ads.

Once your campaign has kicked off and you’re receiving content back from influencers, stretch the impact of that content by reusing it across all of your brand-owned channels leading up to Father’s Day. Influencer content is a powerful tool that can benefit your brand across many different channels, including email, website, organic social, and most prominently, your paid ads. 

Social platforms like Instagram, Facebook, and TikTok have built-in ad amplification features that allow you to easily turn your influencer content into paid ads. Plus, with Meta’s latest AI-powered system, Andromeda, marketers have the ability to serve the perfect ad for every consumer at every stage of their journey, from awareness to conversion and beyond.

Particularly for short-term sales pushes like Mother's Day and Father's Day, boosting influencer content into paid ads can drive conversions and boost AOV. The authentic, emotional connections established through influencer content typically outperform traditional brand-created advertisements, often resulting in higher engagement rates and conversion metrics.

Make an impact this Mother’s Day and Father’s Day

As you prepare your influencer marketing strategy for Mother's Day and Father's Day 2025, remember that authenticity forms the foundation of successful campaigns. By embracing inclusivity, partnering with diverse creators, encouraging personal storytelling, and maximizing content across multiple channels, you'll create emotional connections that extend far beyond seasonal sales.

‍Don’t know where to start? Get in touch with us to see how we can help.