We’re adding to our roster of outstanding influencer campaigns: two of our recent partnerships are now award winners! The Motherhood joined top marketing and public relations professionals at the PRSA Pittsburgh Renaissance Awards on January 25, 2024, and we were thrilled to take home several awards – including a nomination for the coveted ‘Best in Show’ – recognizing and honoring our work for clients Earth’s Ally and Families Fighting Flu.
Our Outstanding Influencer Campaigns
Earth’s Ally – a ready-to-use weed and grass killer that’s a safer alternative to harsh chemicals – engaged The Motherhood to create an influencer campaign during the spring season to deliver results-driven content to illustrate how the product works effectively. We built a team of Instagram and TikTok creators to deliver visual content with the Earth’s Ally products in action.
The team of eight influencers developed 41 unique pieces of content, overdelivering on the client’s content goals by 70 percent. The campaign delivered Instagram engagement rates 1.75x higher than industry average, and the organic and boosted content drove more than 24,000 clicks to the Earth’s Ally website, with more than 240,000 video views. Additionally, the paid strategy produced a 6.56 percent click-through-rate on Facebook, which is four times higher than industry average.
Not only did the Earth’s Ally campaign win a Renaissance Award for the Influencer Relations category, but the high judges’ score made it a finalist for the night’s coveted top prize – ‘Best in Show.’
Families Fighting Flu (FFF) is a nonprofit that educates about the seriousness of influenza and the importance of annual vaccination so that no one suffers serious flu complications or death. The Motherhood executed an influencer campaign to help establish deeper public awareness of influenza vaccines, testing and treatment.
We vetted, identified and engaged 11 influencers with both personal stories about their firsthand experience with the flu, as well as those who were passionate about keeping themselves – and their families – healthy (including pregnant women). The influencers then created impactful and educational content across platforms, including TikTok, Facebook and Instagram (feed posts, stories and Reels). The campaign garnered one million paid and organic impressions, over 7,000 link clicks, over 90,000 video views. Engagement performed exceptionally well with an average engagement rate of 4.7 percent on Instagram posts which is nearly four times higher than industry average.
This campaign received a Renaissance Award of Merit for the Influencer Relations category.
Each year, the Renaissance Awards honor local organizations, agencies and businesses as well as communicators for their innovative work across all aspects of public relations and marketing communications. We were a proud recipient last year for PR Team of the Year. Congratulations to our fellow Pittsburgh PR and marketing professionals, including many of our clients and agency partners, on your well-deserved awards!