Dr. Pepper Snapple Let’s Play
Hyper-targeted local mom bloggers in 5 markets nationwide and coordinated event attendance and coverage over 6 months
Resulted in 570 social shares
Drove 10+ million impressions from 5 bloggers
Challenge: Dr Pepper Snapple Group asked The Motherhood for help with a deep-dive, long-term campaign to promote Let’s Play, their community initiative to provide moms, kids and families with the tools, places and inspiration to make active play a daily priority.
Solution: The Motherhood engaged one local mom blogger in each of five priority markets around the country to participate in a year-long, on-the-ground blog and social media tour to raise awareness about local playground builds made possible by the Let’s Play initiative.
Through several blog posts and accompanying social media coverage reporting on the process, the campaign drove conversation covering the pre-build planning process, the on-site experience during each playground’s Build Day, and the results and benefit to the community after the playgrounds became a reality. The blogger ambassadors shared photos and videos on platforms including Instagram, showcasing their first-hand experience being on-site during both the Design Day planning meetings and Build Day playground construction, including interviews with key brand representatives in the process.
Results: As a result, the overall campaign generated more than 10 million impressions through 16 blog posts and nearly 570 social shares from the five participating mom bloggers.