Between April and June 2015, the March of Dimes engaged The Motherhood to raise awareness of imbornto® – the March of Dimes’ national cause marketing campaign that raises money for the organization’s vital research and programs that improve the lives of babies and families everywhere.
The Motherhood identified and engaged a team of 39 top social media moms – representing the number of weeks of a healthy full-term pregnancy – and 12 influential social media dads to become imbornto ambassadors for the three-month program.
The campaign kicked off with a virtual briefing hosted by the March of Dimes and The Motherhood. The social media ambassadors heard directly from a March of Dimes senior executive about the organization’s history, the imbornto campaign and its partners, and ways to get involved. After the virtual presentation, the bloggers asked questions and shared their excitement for the program.
Following the briefing, The Motherhood hosted monthly Twitter parties for three months timed to the campaign’s launch, Mother’s Day and Father’s Day. imbornto partners participated in the Twitter parties and shared information on their specially designed product offerings, all benefitting the March of Dimes.
In April and May, 20 mom influencers held intimate in-home gatherings to spread the word about the cause and the imbornto sponsor partnerships. At the events, friends and family received gift baskets from imbornto partners.
During the three-month blog tour, bloggers published information about the imbornto campaign, their role as #imbornto ambassadors, their in-home parties, partner promotions and the March of Dimes’ work. Campaign ambassadors also shared #ThrowbackThursday/#TBT photos on Thursdays throughout the campaign, celebrating what they and their own children were born to do.
In total, the program involved 51 bloggers, 20 in-home parties, three Twitter parties and a three-month blog and social media tour that garnered nearly 75 million blog and social media impressions.