This Giving Tuesday, Dance to Help Eradicate Polio

giving tuesday

Dance to help end polio and support access to vaccines this Giving Tuesday with #ShotatLife.

On Tuesday, December 1, 2015, The Motherhood will be celebrating the fourth annual Giving Tuesday (#GivingTuesday), a global day designed to support giving and philanthropy.

This year, we are working with United Nations Foundation’s Shot@Life campaign to champion vaccines – specifically, the polio vaccine – as one of the most cost-effective ways to save the lives of children in developing countries.

Did you know that we are 99% of the way to eradicating polio all together? In 1988, there were 350,000 cases of polio in 125 countries. Today there are 51 cases in two countries: Afghanistan and Pakistan.

Eradicating polio will have a long-lasting impact: it will generate savings of $50 billion over the next 20 years, and the expertise, infrastructure and personnel are already being applied to address other health challenges.

Can You Feel The Beat…To Beat Polio?

To support the cause, we’re encouraging you to dance to end polio. Why dancing? Polio is a viral illness that causes paralysis and impedes the ability to move, walk and dance. As long as it exists anywhere, it’s a threat to children everywhere. This Giving Tuesday, let’s join together and dance to raise awareness of the need to end polio once and for all!

It’s easy to get involved on Giving Tuesday:

  1. Dance. Create a fun, short GIF or video involving your kids, other family members and/or friends dancing to create a polio-free world (to create GIFs, check out Boomerang).
  2. Share. Then, share your GIF or video on social media using the hashtags #ShotatLife and #GivingTuesday, and tag your friends to encourage them to do the same.
  3. Donate. Consider donating a small amount to support polio vaccines for children globally. You can donate here:

Won’t you dance with us this Giving Tuesday and help end polio?

Why It’s Important to Know Search Trends for Thanksgiving

search trends for Thanksgiving

Marketers, especially food brand marketers, should take note that the holiday responsible for the highest number of recipe searches is upon us: Thanksgiving! The Motherhood team was interested in exploring search trends for Thanksgiving and made a number of delicious discoveries.

Perhaps unsurprisingly for a holiday focused on food, Thanksgiving generates the highest number of online recipe searches compared to every other holiday. But knowing exactly when holiday searches spike can be beneficial for putting your brand in front of users most interested in your content at the most opportune time. For example, in this case, the data reveals a certain amount of procrastination when it comes to meal prep — searches for Thanksgiving recipes peak on Thanksgiving Day! But few advertisers implement marketing tactics for the actual day of the holiday, when doing so could potentially lead to significantly increased visibility and last-minute ingredient purchases.

Suggested Strategy #1: Solicit Evergreen Branded Content

When it comes to holidays like Thanksgiving, evergreen content is key. Creating branded content focused on holiday events will live on in search and social platforms.

According to Google Trends, searches relating to “Thanksgiving side recipes” have increased by 400 percent this month, and searches related to Thanksgiving desserts, recipes and easy recipes have increased by 250 percent this month. Unless users filter searches to include specific dates, then branded blog posts, reviews and recipes from previous years will appear in current searches. That is a huge opportunity for brands to be seen again and again, year after year.

pie doodle

Suggested Strategy #2: Use Targeted Tactics

Using the available data and knowing where and when to focus your marketing tactics will help you leverage search trends for Thanksgiving to make your campaigns successful.

Curious what consumers are looking for in different areas of the country? Google has segmented the most popular Thanksgiving preparations by U.S. regions, based on search volume. Brining the turkey is most popular of searches, especially in the Northeast. For the South, it’s frying, and for the Midwest, smoking the turkey methods are most searched.

In the dessert category, it’s no surprise that pumpkin pie holds the title of top searched pie recipe across the country. And the day after Thanksgiving, searches related to desserts and what to do with leftovers spike. In fact, searches for “leftover recipes” hits an all time high three days after Thanksgiving each year!

Social platforms require targeted approaches, as well. For example, Pinterest reported that Thanksgiving pin trends for 2015 include painted pumpkin centerpiece decor and new takes on classic Thanksgiving dishes — both trends that brands could piggyback on at the right time for high exposure.

A Look at the Facebook Data

During the weekend before Thanksgiving, The Motherhood tracked the increased Facebook conversation around planning for the holiday, and we found some insights through anonymous topic data:

  • States most active in Thanksgiving cooking discussions: Texas, California, Florida, Georgia and New York
  • State with the most men talking about Thanksgiving cooking: California
  • Most popular topics: Dinner, dessert, turkey, family, and cocktails
  • Video was the most popular media type for posts about dessert and cocktails
  • Most popular links were related to recipes and activities
  • Most used creative hashtags: #MoreButter, #ButterMakesEverythingBetter, #AllAboutThatBaste and #MonsterThanksgivingRecipes

Is your brand or blog aware of and taking advantage of these search trends for Thanksgiving?

We hope you enjoy a Thanksgiving full of good food (inspired by these great trends), friends and family!

Find Unexpected Gifts This Holiday Season at Barnes & Noble

Barnes & Noble

We all know and love Barnes & Noble as a bookseller, but it’s also a fantastic one-stop shop for creative holiday shopping. In addition to books, you can find toys, games, technology, music, collectible items and more. Check out this gift guide for inspiration, or visit the online gift guide to search for the perfect items for your friends and family members:

Art of Creative Gift-Giving_Blogger Gift Guide_FINAL_LRG

As if you need other reasons to drop into Barnes & Noble, you can also find in-store events through November and December. Click here for specific details in your local area, and see this events calendar for an overview of events the whole family will enjoy:

Blogger Guide to In-store Holiday Events at B&N_FINAL_LRG

The Motherhood is working with Barnes & Noble on a blog and social media campaign this holiday season. All thoughts and opinions are our own.

PR News’ Measurement Conference: How to Turn Data into Meaningful Insights

Screen Shot 2015-11-20 at 10.21.58 AM

Earlier this week, The Motherhood team attended PR News’ Measurement Conference in Chicago to dig deeper into the topic of measurement and how to create an effective and accurate strategy that determines campaign successes. A number of prominent speakers from the world’s top brands and agencies shared valuable insights on how they measure PR and social media campaigns and create the case for C-level executive support.

Throughout the day, the biggest recurring theme was: turning data into insights is crucial to a measurement strategy. Here’s a look at some of our key takeaways from the event:

When Your Goals Are Clear, Your Results Are Clear

Before you begin a campaign, spend time discussing the desired results and clearly define goals and performance indicators. Also be sure that standard measurement practices are in place. Ask yourself which target audience you want to reach, what success looks like, and which key performance indicators (KPIs) can be used to measure success. Doing so will lead to shared understanding across the board and better reporting.

Invest in People, Not Software

Each day there is a shiny new platform for social analytics or influencer engagement, and these tools can be great for tracking and reporting success. However, they need to be supplemented with expertise in order to turn facts into insight. Creating or hiring a team that can communicate real analytics and insight from the mounds of data collected will lead to greater success.

Actionable Insights Move the Needle

Create a system of measurement that resonates with your team. Always ask “so what?” when reporting metrics, to move from simply reporting vanity metrics to reporting on outcomes with context. This process will help create informed data, which then leads to more actionable and insightful results.

Check out the #powerofPR hashtag on Twitter for insights and conversation shared during the conference.

Want to find out firsthand how The Motherhood creates valuable insights from campaigns? Let’s work together!

A Life-Saving Step: Early Cancer Detection Starts with BRCA Genetic Testing

BRCA genetic testing

Learn about early breast and ovarian cancer detection through BRCA genetic testing for mutations in the BRCA1 and BRCA1 genes.

Did you know that 1 in 8 U.S. women will be diagnosed with breast cancer at some time in her life, and 1 in 75 women will be diagnosed with ovarian cancer in her lifetime1, 2?

By now, many of us are familiar with the BRCA1 and BRCA2 genes, and aware that mutations in these genes are hereditary. Angelina Jolie has helped shed light on the importance of early detection of these gene mutations following her decision to have a preventive, bilateral mastectomy and remove her ovaries and fallopian tubes.

However, even if you don’t have a family history of breast or ovarian cancer, you can still carry the BRCA mutation. Recent studies show that 50 percent of women with BRCA mutations have no substantial family history of breast or ovarian cancer.3

“I believe that every woman should be offered testing of BRCA1 and BRCA2 at about age 30 as part of routine medical care,” says Dr. Mary-Claire King, the scientist who disccovered the BRCA genes. “About half of women who inherit mutations in BRCA1 or BRCA2 have no family history of breast or ovarian cancer and have no idea they are carrying cancer-causing mutations. Most of inherited breast and ovarian cancer can be prevented, if mutation carriers know who they are.” (Read more here.)

The Motherhood worked with Veritas Genetics to make early BRCA gene detection a reality for a select group of bloggers interested in genetic testing.

Developed by leaders in genomics, Veritas Genetics’ myBRCA kit is a non-invasive genetic screening test for the BRCA1 and BRCA2 genes. For everyone who gets tested using the myBRCA test, Veritas Genetics provides genetic counseling to help them interpret results.

Three bloggers from The Motherhood network explained their decision to get tested for the BRCA genes, and described their experience in their blog posts:

When you take the myBRCA test, Veritas donates a test to a woman in need. Should you test positive for a BRCA gene mutation, Veritas Genetics will provide up to four free myBRCA tests for your immediate family.

The goal of the myBRCA at-home test is to help save the lives of those for whom breast or ovarian cancer are likely and potentially preventable.

More information about the myBRCA test and Veritas Genetics can be found at

Tell us, would you consider undergoing BRCA genetic testing?


1 National Center for Biotechnology Information

2 National Cancer Institute


Moms Power Through Lunch-Packing with StarKist Kid’s Creations Tuna Pouches

Starkist tuna pouches

Think about it: over the course of a school year, moms pack approximately 180 lunches! With so many lunches to pack, finding tasty and good-for-you options can be a challenge – luckily, new StarKist Kid’s Creations Tuna Pouches can help!

Each pouch is 110 calories or less and contains 14g of lean protein and DHA Omega-3 Fatty Acids, making these pouches the perfect lunch or after-school snack to fuel your child throughout the day! Kids will LOVE the taste of the Bacon Ranch and Honey BBQ flavors.

Read on to see how this team of amazing moms incorporated StarKist Kid’s Creation Tuna Pouches into their lunch routine and empowered their kids along the way!

Amanda at The Dude Mom enlisted her top taste-tester (Dude 3) to try StarKist Kid’s Creation Tuna Pouches and found out that he not only loves tuna, but also is eager to help out in the kitchen!

Screen Shot 2015-11-13 at 11.51.39 AM

Photo Credit: Amanda at The Dude Mom

Sarah at In the Know Mom used the Honey BBQ Kid’s Creations to step up her lunch game with these BBQ Tuna Wonton Cups.

Screen Shot 2015-11-13 at 11.54.30 AM Photo Credit: Sarah at In the Know Mom

Staci from 7 on a Shoestring shared how products like StarKist Kid’s Creations Tuna Pouches can help teach children independence by allowing them to prepare their own meals. For example, she says “the kids can make their own lunch by adding StarKist Kid’s Creations Honey BBQ to a roll, add some chips and grapes to a plate, and be ready to eat.”

Screen Shot 2015-11-13 at 11.57.38 AM

Photo Credit: Staci at 7 on a Shoestring

Want to learn more about how StarKist Kid’s Creations can make lunchtime easier this school year? Visit the Charlie’s Kid’s Corner Pinterest page for recipe inspiration!

Industry News: Ad Blocking Leads to a Shift in Online Marketing Methods

ad blocking

Imagine the day when you tell your kids about times when intrusive ads covered websites and appeared before you watched videos online. This day could be sooner than you think.

Ad blocking is on the rise and promises continued growth, especially now that big players like Apple have entered the space. Ad blockers are applications that remove or filter advertisements on webpages. Consumers pay for these services in exchange for less cluttered pages, faster browsing and savings in power. After the release of iOS 9, the top paid apps in the Apple Store included these ad blockers.

Some facts about ad blocking:

  • There are currently 198 million active ad block users around the world
  • Ad blocking in the U.S. grew by 48% in just 12 months
  • Oregon has the highest ad blocking rate at 16.4%
  • Industries highest hit by ad blocking include gaming, social media and tech
  • Mobile will facilitate future ad blocking growth

Image Source: Scribblelive

As ad blocking continues to grow, marketers are becoming concerned with the visibility of the online ads they are paying for. Website ads have been the go-to for online advertising because of their low cost and easy measurement. But with visibility as low as 44% on mobile and 52% on desktop, there is a need for an alternative.

Each U.S. Internet user is worth more than $215 a year in digital ad revenue, according to eMarketer stats, and desktop ad blocking is estimated to cost publishers $22 billion this year. Tech-savvy users who frequently browse online are estimated to be worth more than double the typical user; however, those are the same users who are more likely to use ad blocking apps.

Consumers are tired of intrusive ads, but they are also willing to accept the ads that are tailored for them and naturally fit into their browsing and social feeds. They don’t want to just see an ad for a stroller, for instance, when they are shopping around, but they want to know what others similar to them have experienced and suggested. Marketers now have an opportunity to provide value through naturally occurring online conversations, which aren’t blocked and are proactively sought out by consumers.

So instead of viewing ad blocking as a threat, innovative companies should see it as an opportunity to correct the imbalance, and shift the focus to where there is more value for the consumer-brand relationship. A great example of this is Yelp, who is transitioning advertising efforts to phase out display advertising and focus more on local. Yelp founder and CEO Jeremy Stoppelman stated, “While we recognize there’s a near-term impact on revenue, we believe this is the right decision for the long-term success of the company.”

What is your view on ad blocking? Is your company shifting with the industry?

November Twitter Parties: Round-Up

Twitter Party Round Up

Moms, you rock! You balance work, family schedules, meals, shopping and so much more. When the holidays roll around, we understand your list of to-dos and activities grows exponentially. We have some upcoming Twitter chats that are dedicated to moms who are making it happen everyday. We hope you’ll join us for great tips, tricks and inspiration, as we head into a new holiday season!


Wednesday, November 11 @ 2 p.m. ET

There’s football practice, homework, piano lessons and more! For a mom, sometimes simply getting dinner on the table equals success!

We’re teaming up with Jack’s Pizza for this Twitter party to share an easy way moms can win the day. Made with Midwestern pride – and 100% real Wisconsin cheese – Jack’s Pizza is a quick and easy dinnertime solution that the whole family loves.

We will be giving away four prizes to randomly selected participants who answer the trivia questions correctly. Each prize includes a $50 Visa gift card. Prizes limited to U.S. participants only. See official rules here.


Thursday, November 12 @ 12 p.m. ET

Moms may not see themselves as extraordinary, but their kids sure do! That’s why we are so excited about the My Unstoppable Mom campaign from the makers of Children’s MOTRIN, capturing the unstoppable power of moms through the eyes of their children to illustrate how moms are truly making it happen, day in and day out, in their own unique ways.

Join us on November 12, 2015 at 12 p.m. ET for the first of three amazing Twitter mini-chats, each lasting 30 minutes, to share your own unstoppable mom advice for what helps get you through even the toughest moments.

Twitter Party Prizes: We will be giving away three $50 gift cards to randomly selected individuals based on the event’s RSVPs.* We can’t wait to see you at the Twitter chat!

*NO PURCHASE NECESSARY. OPEN TO LEGAL RESIDENTS OF THE 50 U.S. & D.C., 18 AND OLDER. VOID WHERE PROHIBITED. RSVP by 12:30 p.m. ET on November 12, 2015. See Official Rules for complete details.


Thursday, November 19 @ 1 p.m. ET

Did you know that the average American meets the U.S. Dietary Guidelines only seven days out of the whole year?*

As part of the Balance Your Plate educational initiative, we’re joining Stouffer’s for this Twitter party to share simple, convenient ways to make nutritious, balanced meals for your family. Stouffer’s Family-Size Lasagna with Meat & Sauce is made with real quality, including freshly made pasta, hand-seasoned sauce, fresh mozzarella and aged parmesan, making it an excellent entrée for a balanced meal!

Join us for this Twitter party to chat as we share portion control guidelines and tips, along with affordable meal planning and meal pairing ideas! Liz Weiss, R.D and author of No Whine with Dinner will be there to share nutritious tips and answer your questions! We’ll be giving away five $25 Visa gift cards to randomly selected participants who answer trivia questions tweeted from @TMChatHost correctly using the hashtags #Stouffers and #contest. Eligible winners must RSVP to this invitation.** Prizes limited to U.S. participants only.

*According to the NPD Group National Eating Trends Database.
**NO PURCHASE NECESSARY. OPEN TO LEGAL RESIDENTS OF THE 50 U.S. & D.C, 18 AND OLDER. VOID WHERE PROHIBITED. RSVP by 1:00 p.m. ET on November 19, 2015. See Official Rules for complete details.

Three Ways to Get the Most Happiness for Your Dollar

happiness for your dollar

If you found $20 on the ground what would you spend it on and why? (Get creative.)

Yesterday, members of The Motherhood team were asked this question during an event hosted by the Institute for Entrepreneurial Excellence, featuring Michael Norton, an associate professor of business administration at the Harvard Business School. Norton is a widely recognized expert on the behavioral economics of investment: how investing time, money and labor can influence the way people come to value things from products to personal relationships.

Norton shared surprising data on the many ways prosocial spending – or spending money on others, rather than yourself – can help you get the most happiness for your dollar, create happier employees and provide “happier” products for your customers.

Our favorite quote by Michael Norton from the event was: “Rather than collecting people, spend time connecting with people.”

Norton expanded on these concepts and how they can easily be applied in daily life, corporate HR and marketing campaigns:

Buy experiences, not things.

Experiences increase in value over time as we cherish the associated memories. When we personally make things, they become a source of happiness in our lives. This can be applied to marketing tactics as well – creating a great consumer experience leads to a higher perceived value. Norton drove this point home when he said, “It’s easy to compare stuff. It’s not easy to compare experiences. Therefore, with experiences, everybody wins.”

Do not underestimate the value of time.

Often, we value our time even more than money. Using time as currency, such as giving time back to employees as a bonus, can be just as valuable, create big rewards, and improve corporate morale.

Invest in others and in turn you are investing in yourself. 

Prosocial spending leads to a a higher perceived value of a dollar. Designate a set amount of money for employees/customers to donate to a charity of their choice on the company’s behalf, rather than the company designating a single blanket donation. This creates a higher sense of philanthropy spread throughout the entire organization.

There has been a shift in purchasing behavior as consumers focus on fulfillment through experiences, not things. In the marketing world, leveraging advertising campaigns to create experiences around products and brands is key in connecting with modern day consumers, which includes more than just millennials.

What are some ways you get more happiness for your dollar?

Brand and Social Trend: Emoji Use on the Rise


A recent survey conducted by Emogi (a real-time platform that decodes sentiment in online posts) found that 84 percent of women and 75 percent of men believe that emojis express their feelings more accurately than words. The survey also showed that not only are all generations using emojis, but they are using them often – 30.4 percent use emojis several times a day and 33.5 percent several times a week.

Brands are jumping in on the trend, too, and creating unique emojis for their social media campaigns!

share a coke emojiIn September, Twitter worked with Coke to create the #shareacoke emoji – its first paid brand emoji. This cute image with two Coke bottles automatically pops up when users tweet the hashtag #shareacoke. While Twitter has created the same emoji pop-up function for Star Wars and the MTV Video Music Awards, this is the first time it has been part of an ad deal.

Similarly, Dove Love Your Curls recently announced a partnership with Twitter that auto-generates a custom Dove curly-haired emoji every time #LoveYourCurls hashtag is tweeted. Dove also launched a free emoji keyboard with 27 curly hair designs and 131 variations of skin tones and hair colors. We have previously worked with the Dove Love Your Curls and love the message behind the campaign, which makes us particularly excited about these curly-haired emojis!

dove Love Your Curls emoji

Source: Mashable

Dominos is a key player among brands revolutionizing emoji use for consumers. They’ve introduced a way to let their registered customers order a pizza by tweeting #EASYORDER or the slice of pizza emoji (🍕) to @Dominos

Dennis Maloney, the company’s chief digital officer says, “This wasn’t just a marketing campaign, we’re creating an ordering platform.”

It will be interesting to watch how emojis become a more integrated part of brands’ social media campaigns and customer experiences in the future.

In fact, @theMotherhood recently tweeted its inaugural emojis during a Twitter party on behalf of LISTERINE last week that garnered nearly 4,000 tweets and 25 million impressions, triggering a $20,000 donation from LISTERINE to Oral Health America’s FALL FOR SMILES campaign! You can see a couple example tweets with those emojis here:

emoji emoji

Now, take a look at some of our team’s favorite and most-used emojis:

💜 Purple heart + 🐕 Dog

Cooper: I sign all my texts to my kids with a purple heart. And the dog, because it kind of looks like our dog, Atticus!

👶 Baby

Serena: I’ve been using the baby emoji almost daily lately since I’m expecting my first little one in April!

🎉 Party Popper

Erin: My most-used emoji is the one that looks like a noisemaker with confetti and streamers. I use it to show enthusiasm and support, or excitement for an upcoming celebration.

😁 Grinning Face With Smiling Eyes + 🐴 Horse

Kahlianne: I definitely overuse the grinning smiling face, but I make the same face all the time when I read tweets/messages so it’s the perfect reply! And horses are involved in the majority of my conversations, so its only natural I use the horse emoji all the time.

😂 Face With Tears of Joy

Brittnee: I love using the smiling/crying emoji because I feel like it replaces the “LOL” that so many of us became accustomed to using 15 years ago as a way of indicating a laugh and smile during conversations.

Brittney: I use this one frequently when texting family to tell them hilarious things my toddler says and does. At least half of those texts also include 💃 to convey her sassy personality!

👍 Thumbs Up Sign

Nicole: For me, the thumbs up emoji replaces “OK” and “sounds good” in so many texting conversations and when making plans with friends. I even use the thumbs up when I’m texting about something I love, like a new song that comes out or a meal I just tried.

👋 Waving Hand Sign + 😘 Face Throwing a Kiss

Kayla: I use the waving hand constantly to say hello or to show that I’m over a subject by saying ‘bye!’ to it! I also use the blowing a kiss emoji with my family and my best friends because they mean the world to me and I love them tons!

🌻 Sunflower

Sarah: Sunflowers are my favorite flower and seeing one always makes me smile! I like to use this emoji to brighten someone’s day!

What are your most-used emojis?

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