PRSA Award winner for best digital/social media campaign
More than 13 million impressions and unique, creative coverage across a variety of social media channels
Positioned OshKosh B’gosh as a thought leader and promoted the brand online during the key back-to-school sales timeframe
Challenge: OshKosh B’gosh approached The Motherhood about positioning the brand as a thought leader in kids’ fashion and promoting its back-to-school clothing line.
Solution: The Motherhood engaged a team of 40 mom bloggers, and to kick off the campaign, hosted a 45-minute virtual briefing to connect them directly with brand representatives from OshKosh B’gosh.
Following the briefing session, The Motherhood divided the bloggers into four groups of 10 and tasked each group with completing an assignment specific to a particular social channel – including detailed blog posts, Instagram Kid Fashion Show videos and dedicated back-to-school trend Pinterest boards.
Results: Blog and social media coverage appeared on a strategically staggered schedule during the month of August, helping OshKosh B’gosh maintain a steady online presence throughout back-to-school shopping season. The program overall resulted in 13 million impressions on the strength of 40 blog posts and more than 2,300 social media posts. Afterward, the Public Relations Society of America recognized The Motherhood for the campaign with a Renaissance Award for best digital/social media campaign.