Families Fighting Flu

Challenge: Families Fighting Flu (FFF), a nonprofit that educates about the seriousness of influenza and the importance of annual vaccination, tasked The Motherhood with executing a strategic influencer campaign to help establish deeper public awareness of influenza vaccines, testing and treatment. Further, they sought a new approach for creating cohesive content across both their blog and newsletter.

Solution: The Motherhood executed an influencer campaign to produce content around the importance of receiving your annual flu vaccine. 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). As we onboarded the influencers, we also hosted calls with the creators and the FFF team so they could learn about the mission and real families behind the organization, which helped them to get a better understanding of the goals. The influencers then created impactful and educational content across platforms, including TikTok, Facebook and Instagram (feed posts, stories and Reels). Before any content went live, we reviewed it with FFF in depth to ensure proper representation of this public health crisis and factual accuracy.

Beyond the influencer campaign, The Motherhood worked with FFF to create a strategic, cohesive and consistent editorial calendar that included both newsletter and blog content for their website. Leading development of copy for both the blog and newsletters on a weekly basis, publication of the content was carefully orchestrated to allow the cadence of each channel to complement and support one another in order to best serve their audiences.

Results: Over the first nine months of this ongoing partnership, the influencer portion of the partnership delivered more than 70 unique pieces of content, with engagement rates on Instagram that exceeded the industry average by more than 4X, 90,000+ video views, as well as more than one million impressions and 7,000+ clicks to the website, demonstrating how well the content resonated with target audiences. Further supporting the organizations’ content output, The Motherhood created and delivered 18 public-facing newsletters and nearly 40 blog posts with social content.