With over twenty-four and a half million views on YouTube, American Greetings’ World’s Toughest Job video, part of a Mother’s Day campaign sponsored by the greeting card company, has become one of the most watched and beloved creative videos of the past year.
In addition to capturing the hearts of people around the web, this World’s Toughest Job campaign has also captured the 2015 North American Grand Effie award, at this year’s annual Effie Awards Gala in New York.
“We put the job of being a mother in the framework of what most people see as doing a real job, and that was something that no one had ever thought of,” says Alex Ho, Executive Director of Marketing at American Greetings, during a recent interview with Alan Hart.
Ho accentuates the fact that American Greetings, in partnership with its creative agency, Mullen Lowe U.S., simply took an original idea – the fact that being a mother can be a full-time job in and of itself, and put an extremely creative spin on that idea – analyzing the job of being a mother through the lens of the corporate world.
The video in question, which can be seen at www.cardstore.com, features a job interviewer (actor), explaining the job description of what it means to be a mother to several unsuspecting interviewees (not actors). At the end of the video, after the interviewees become quite turned off by the idea of the job, the interviewer reveals that this is the type of job actually fulfilled by mothers.
“I believe we had three other ideas on the table,” says Ho, when asked if there were any other ideas being considered in addition to their eventual award-winning approach. “The other concepts were much more in line with what you would consider ‘greeting card standards’. And I think that this [world’s toughest job] idea, was such a strong idea in and of itself, that we just had to run with it.”
However, not everything regarding marketing effectiveness is as simple as making a heartwarming video. Ho also had a few cautionary words of advice for marketers, and warned against “expectations regarding measurement”, citing that some things are simply not as measurable as others, and that the challenge is figuring out the “right time to incorporate those measurable metrics” into the mix.
Now, with the recent Effie success under their belt, Ho and American Greetings are prioritizing the future around the understanding of the interactive customer experience, and the competitive advantage that American Greetings offers its customers. “I think it’s really understanding what the customer experience, and the customer journey is,” Ho mentions. “It’s also about what our competitive advantages are, and being able to leverage that with a very tailor-made, prescriptive solution.”