In early 2015, to help raise awareness and encourage sign-ups for a new “summer learning challenge” called Brain Chase – an online adventure designed to keep kids at the top of their academic game over the summer and avoid learning loss – The Motherhood engaged 50 bloggers with kids in the program’s target age range, including former educators, moms who homeschool and moms who have kids with learning disabilities.
Because Brain Chase was a brand-new service, The Motherhood first worked with the blogger team to distribute a consumer survey, gathering feedback that could help the company plan its marketing efforts. Using survey data from nearly 400 respondents, The Motherhood and Brain Chase worked together to create a strategic three-part activation for the team of 50 bloggers:
- The campaign began with a live virtual briefing session to connect the bloggers directly with the Brain Chase creators and give them detailed insights into the summer learning challenge. The virtual briefing allowed the bloggers to ask questions and see exactly how the adventure learning would unfold for kids during the summer program – a crucial piece of the campaign for the bloggers, so they could adequately describe Brain Chase to their readers.
- Using that background and key messaging, along with fresh topics and prompts for each blog post, the team participated in a series of blog tours. They each published one blog post each month for three months to maintain a steady drumbeat of news, raise awareness about summer learning loss, and position Brain Chase as a fun and educational solution leading up to the kickoff of the service in June 2015.
- Campaign bloggers and their communities also participated in two strategically timed Twitter parties to spotlight the service on social media and highlight particular moments in time, such as the end of the early bird pricing period.
Blog posts demonstrated the bloggers’ and their kids’ authentic and lasting excitement about Brain Chase:
- “In addition to just the pure coolness factor of the whole thing, I LOVE that this program not only fosters a love of learning and travel, but it really promotes family collaboration!” (Sara, Mom Endeavors)
- “The typical summer learning I’ve witnessed as an educator and parent has involved a list of websites for math and a good old reading log. Am I the only one who finds this type of summer work a major battle? True story – it’s always a major battle in our house. Aidan can’t stop talking about Brain Chase, however. ‘When can we start again? Who won last year? Is it okay if we do more than 20 minutes of work per day?’ Seriously? Whose kid is he? Brain Chase could be the answer.” (Annie, Stowed Stuff)
The coverage drove approximately one-third of total sign-ups for the summer 2015 service and resulted in 172 blog posts, more than 10,000 social media posts (including tweets) and nearly 108 million impressions over four months. Several of the Brain Chase campaign bloggers still hold spots on the first page of organic search for “Brain Chase,” just behind the official Brain Chase site and a New York Times article on the program.
Image credit: All images provided and approved for use by Brain Chase.