In the Motherhood

Mothers are a key market for both telecoms and consumer goods brands. The challenge was to create stand-out in this competitve market. MindShare created a pioneering series of web films by mothers about mothers.

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In the Motherhood

Destination

Research determined that moms were hungry for direct contact with other moms and wanted to have real conversations about real topics that affect their daily lives. We discovered that many marketers were talking at moms and telling them how to be the perfect mother, but none of them were talking with them.

What real moms wanted was to engage in a dialogue and they were willing to do so via an unique consumer generated comedic online series created by moms, for moms, and about moms, brought to them by Sprint Nextel and Unilever's Suave.

Platform

We recognised this potentialin a pioneering series of web films using multiple media communications to engage them and lift their interaction beyond the mundane and into the fringes of showbusiness.

By filling a void, both Sprint Nextel and Unilever's Suave brand became pioneers of an unprecendented marketing partnership. By creating unique online content, comunity and engagement for moms, by moms and about moms.

Design and delivery

Mothers can log onto www.inthemotherhood.com and submit their real-life stories of the trials, tribulations and triumphs of motherhood.These are then automatically transformed into a traditional Hollywood script. The online mothers' community then votes for the best entries, which are treated by professional Hollywood scriptwriters and turned into a new episode of 'In the Motherhood', a web-based series of films featuring the hectic but humorous life of three mums.

Professional directors, actors and crew mean that clips will be shown on broadcast TV, online and via mobile. Online community support includes games, blogging and peer-to-peer conversation and there is offline promotion in People magazine.

More than content, In The MotherHood was a multi-platform series starring Leah Remini ("The King of Queens") that took consumer interactivity to a new level by marrying real life stories submitted by moms from across the country with professional screenwriters and top name talent.

Our completed webisodes appeared on all three screens - the web, on sprint phones, and clips on the Ellen Degeneres show.
Our rich on line community not only provided entertainment but was a place where moms could interact in a peer-to-peer environment and share the universal shared experiences of motherhood through online chats, blogs and gaming.

Evaluation

  • Nearly 5.5 MILLION people have watched the content!
  • Over 3000 submitted; about 60-thousand voted on the submissions
  • Over 200,000 read the submissions 
  • The webisodes set MSN Homepage records

tagged as:

Online Digital,

Context

Chinese people spend 10 x more money on the internet than people in the west. It represents 10% of their monthly income.

American research revealed that those using Facebook come from wealthier homes and are more likely to attend college but MySpace users tend to get a job after finishing high school rather than continue their education.

Media : Online Digital

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