Campaign drove one-third of total signups for Brain Chase during the summer after its execution
Activation strategically crafted using survey data gathered by The Motherhood in partnership with Brain Chase
In 3 months, generated 108 million impressions from 10,000 social media posts
Challenge: As a brand-new service, Brain Chase approached The Motherhood about raising awareness among moms and encouraging sign-ups for their “summer learning challenge,” an online adventure designed to help kids avoid learning loss.
Solution: The Motherhood engaged 50 bloggers, including former educators, moms who homeschool and moms who have kids with learning disabilities to try the service and share feedback on their blogs and social media channels.
Because Brain Chase was a brand-new service, The Motherhood distributed a consumer survey to gather feedback that could assist Brain Chase in its marketing efforts. Using data from nearly 400 respondents, The Motherhood and Brain Chase crafted a strategic three-part activation:
- A live virtual briefing session connected the mom bloggers with the Brain Chase creators to provide detailed insights into the service.
- The team then published one blog post each month for three months using the briefing session background and key messaging, along with fresh topics and prompts for each blog post.
- They also participated in two Twitter parties to spotlight the service on social media.
Results: The coverage drove approximately one-third of total sign-ups for the summer service and resulted in 172 blog posts, more than 10,000 social media posts (including tweets) and nearly 108 million impressions over four months.