MasterCard Canada is continuing its “Priceless” brand message with a Mother’s Day campaign targeted at adults, aged 18 to 49.

With media by UM and creative by MacLaren McCann, the “A Priceless Mother’s Day” campaign is a Facebook-only initiative that relies on suggested posts and sponsored stories to drive to a social contest.

The contest asks the brand’s Facebook fans to upload pictures of their mothers, along with short stories about what makes them so priceless, for a chance to win a $500 MasterCard Prepaid Card and a family photo shoot.

Kobi Gulersen, director of digital marketing, MasterCard Canada, tells MiC that this is the first Mother’s Day campaign MasterCard Canada has run. He says the brand has typically sent out a Mother’s Day post through social media, but that it chose to experiment with a campaign this year, with the goal of getting closer to consumers by having them share their personal stories. He adds the brand also had its own employees participate to help humanize the brand.

Gulersen says Facebook was the ideal platform for the campaign because it’s an environment where consumers already willingly share their important memories and photos, making it easier for them to enter.

The campaign will run until May 12.