Zulily starts national TV ad campaign, looking to boost mom members

Millions of moms across the country receive the daily email alerts from Zulily each day, tuning in to get discounts on everything from kids’ clothes to toys to furnishings. But the fast-growing Seattle startup, now with more than 10 million members, still doesn’t think enough people have heard of it.

In an effort to change that, Zulily plans to launch a new national TV advertising campaign that attempts to pull at the heart strings of moms. Airing on Bravo, TLC and other channels, the ad campaign marks a first for Zulily.

“We are really looking to drive members with the ads, and we know that we can reach them in a so much more robust and emotional way when you go on TV,” said Jessica Shapiro, director of brand and communications at Zulily.

The ads, shot in San Francisco, were done with real Zulily customers and kids. The concept of the campaign is that life is short, and that parents have to soak in every moment with their kids.

“When we talk to moms in focus groups or do customer service calls, we just know that moms are really looking to cherish that time,” said Shapiro.

The campaign’s tagline is: “A big selection of styles for a small window of time.”

That also plays off the business concept behind Zulily, which offers discounts on goods for 72 hours. But Shapiro said that they wanted to make the campaign more than just about discounts on cool products.

“I think the strongest consumers brands are the ones that aren’t just providing functional benefits, they are really speaking to that emotional need, and our moms are super connected to us,” said Shapiro. “So, we wanted to make sure that we are showcasing the brand in that emotional way, and not being just about what’s the price you are going to get.”

Zulily is growing fast, recently expanding in European and employing more than 600 people. Last week, we reported that the company had signed a letter of intent to occupy a huge chunk of space at the RealNetworks building along Elliott Avenue in Seattle.

Last year, it raised $85 million from Andreessen Horowitz and others, giving Zulily a $1 billion valuation.

The campaign is the second for a growing Seattle consumer Internet company. Earlier this month, we reported on the advertising efforts of Zillow, which is also playing off a similar “life is short” theme in its ads.

Here’s one of the spots:

And here’s another, where one mom notes: “If you don’t buy it when you see it, you might lose out.”