For the last several years, Plum Organics® has become known for catalyzing unfiltered conversations around the realities of parenting – from work-life balance to diaper blowouts to picky eating. This year, we tackled another "unfiltered" part of parenting: sex. Turns out 88% of parents think having a good sex life with their partner is essential to their family's happiness. Yet, for nearly half of millennial parents, it's at the bottom of the list on busy days. So, what does this have to do with baby food? Plum Organics believes that a healthy relationship between parents is important for the entire family. Enter: Do Your Part(ner). Inspired by the words of internationally renowned relationship expert Esther Perel, the Do Your Part(ner) campaign kicked off with our hero video starring actress, wife, and mom, Katie Aselton.
Our goal was to ground the campaign and all assets in the teachings of our resident expert, maintain consistency with overt through lines to the overarching brand message and promise, drive engagement and create conversation through a memorable and impactful main campaign video leading to meaningful interaction with our campaign hub, and attach the campaign to a recognizable celebrity with an authentic connection to the insight.
In order to corner their position as "the baby food brand that owns the real parenting conversation," Plum wanted to do the unthinkable: construct an impactful 360-degree campaign that urged parents to join the intimacy movement. With sex at the center, and science to affirm its core insights, we set out to construct a campaign that enabled parents to make their physical and emotional relationships a priority.
Key influencers created intimate, original content about the challenges of keeping their own sex lives alive while parenting. A partnership with with Casper offered consumers a chance to win a mattress for the occasion. The campaign video was targeted to parents across Facebook, Instagram and YouTube.
Results were analyzed on the daily. Audiences were segmented and re-targeted based on prior viewership and engagement. The campaign received 14M impressions, over 5.5 Million video views, and nearly 230,000 sessions on our campaign hub. Coordinated PR efforts scored big coverage across industry and consumer publications - such as USA Today, AdWeek and InTouch.
