Campaign drove 46 million impressions
More than 7,300 blog and social media posts
Donation of $1 for each mom-provided tip
Challenge: Children’s MOTRIN aimed to position the brand as a partner to all “unstoppable” moms, asking moms everywhere to answer the question: “What makes you an unstoppable mom?”
Solution: The Motherhood partnered with a team of mom influencers to deliver original online content, including blog and social media posts on a variety of platforms that shared useful tips and mom hacks that help make them “unstoppable.” Each tip shared online by consumers (via comments on the blog and social posts) triggered a $1 donation to Safe Kids Worldwide, a global nonprofit that provides moms with the resources and ideas they need to help keep their children safe.
Aligned with the tips and mom hacks they shared on their own platforms, a subset of the campaign influencers also scripted and created original videos specifically for the brand to share and utilize on its social platforms, including Facebook.
Results: The campaign earned more than 46 million total impressions, and the program’s steady drumbeat of 121 blog posts, 19 videos and more than 7,200 social media posts illustrated what inspires moms to stay unstoppable, offering useful tips and demonstrating how the year was one of change, progression, growth and learning for so many moms.