Photo credit: Stacy, Stacy Uncorked
Hard to believe it’s been five years since The Motherhood created and led Do Good Day, a nationwide retail launch for the 77kids clothing line, and a new, big idea at the time. Imagine the incredible momentum and magic of 77 of the country’s top online influencers leading their communities to do helpful, kind, neighborly acts in celebration of the 77kids launch. The program makes us proud and we wanted to share it with you as a social media case study for #TBT!
It was the summer of 2010, on a limited budget, and with seven launches planned across the country, the company asked us to build buzz about 77kids nationwide in a fun, memorable way, keeping the importance of local communities front and center. To do that, we hired 77 mom bloggers – seven people in 11 different markets, clustered around the seven launch locations where 77kids would be opening. These moms were challenged to find ways to do good in their community in the name of 77kids.
Each group of influencers received a 77kids Do Good Day kit filled with items including 77kids-branded thank you cards and collateral, Silly Bandz and dollar bills, all meant to be distributed to unsuspecting locals to brighten their day. We also encouraged participants to find a location that would help them and their kids do good and share the 77kids message of helping local communities.
The influencers, and their families and friends, came up with a wide range of ideas for executing Do Good Day and shared on social platforms through the entire process. From creating thank-you cards for soldiers serving overseas as part of Operation Gratitude, to cooking lunch for families staying at the local Ronald McDonald House, to giving flowers to people passing on the sidewalk, these do-gooders in cities across the country helped others feel good about themselves – and the 77kids brand.
The program drew the attention of local media, Do Good Day signs appeared on the Today Show set, and the participating moms blogged and cross-posted their content on their social media platforms. By the time the campaign ended, Do Good Day had garnered more than 110 blog posts, 3,000 tweets and more than 10 million overall impressions for the 77kids brand. In the years since we’ve been surprised at conferences on a few occassions when Do Good Day is highlighted by speakers as a social media marketing innovation case study!