Molly of Denali
Instagram engagement rate 5X higher than industry average
Facebook engagement rate 12 higher than industry average
Influencers delivered 2X more content than guaranteed in scope
Challenge: Molly of Denali is an award-winning television series on PBS KIDS, following the adventures of Molly Mabray (an Alaska Native girl) in her village of Qyah, Alaska. To continue Molly’s journey, the network created the Molly of Denali podcast, an action-packed audio adventure for the whole family rooted in Native storytelling. The network charged The Motherhood with executing an influencer campaign to drive awareness of and traffic to the podcast, helping to increase the base of listeners.
Solution: Through in-depth research, The Motherhood identified and engaged influencers who listen to podcasts with their children and are Molly of Denali fans, ensuring representation of Indigenous influencers.
The Motherhood identified messages and developed a rollout plan and comprehensive toolkit for the influencers in order to house all the essential information – key messages, branded assets, reference documents, links and more – so it could easily be purposed into their own voices and shared to their audiences, ensuring everything was on brand and accurate.
To reach the most targeted audience and drive more clicks to the Molly of Denali podcast, The Motherhood executed a paid social campaign that boosted influencer-created content to a highly targeted audience on Instagram and Facebook, directing them to access the podcast on Apple.
The Motherhood optimized the campaign for link clicks and targeted parents ages 25-45 who had interests in a variety of topics related to parenting, podcasts, spending time with family and more.
Results: The team of five influencers developed 47 pieces of unique content, more than double the original scope. Post engagement did exceptionally well with the average engagement rate on Instagram posts being five times higher than industry average, and Facebook 12 times higher.
The Molly of Denali campaign won a Renaissance Award - a top honor in the influencer marketing category - from the Public Relations Society of America.