"Odd Mom Out" is Bravo's new original scripted half-hour comedy that stars acclaimed author and fashionista Jill Kargman. Playing a version of herself, Jill navigates the treacherous and elite ecosystem of New York's Upper East Side, and the uber-wealthy mommy clique inhabiting this fantastically outrageous domain.
Bravo's objectives were to give their audience a "taste of the life" from "Odd Mom Out", creating compelling and complimentary promotions and content to the on-air series, staying true to its personality, wit, and absurdity.
Bravo's digital campaign for the series included more than the usual digital banners and takeovers, but pulled various levers to convey the comedic characters and over-the-top premise of the show. To highlight the comedic chops of Abby Elliott (a well-recognized SNL alumna), Bravo executed a strategic partnership with the site Funny or Die to produce "Brooke's Kitchen," a short cooking show sketch featuring Abby as the ultimate "mombot" character Brooke Von Weber, Jill's sister-in-law.
Further capitalizing on Brooke's hilarious upscale naiveté is the "Von Blog", Brooke's personal blog that includes ridiculous tips on how to be a mother and impossible-to-follow advice on things like life and travel. The blog was a first-hand look into Brooke's personality, bringing fans of the show closer to one of their favorite characters and allowed more access to Brooke's absurdity.
Taking its campaign a step further, Bravo created a number of faux digital ads that appeared on paid media sites that resonated with the show target. The absurd ads included a wrinkle-reducing skin treatment for BABIES and "Flush," a green juice-meets-colonic. These banners ran without any Bravo or Odd Mom Out attribution, but rather were used as a traffic driver to the "Odd Mom Out" V.I.M. perks page.
Bravo excited potential viewers with V.I.M. "Very Important Mom" giveaways, providing weekly perks to users who downloaded with Bravo's "The Daily Dish" app. This was part of Bravo's strategy to give their audience a "taste of the life" from the show—partnering with brands like Henri Bendel, Malia Mills, bliss provided our target an accessible way to taste the good life. The promo was kicked off with a "flash mom" activation in NYC to promote the program, and Bravo also executed a stunt for Hamptons-goers called the "Odd Mom Out Helicopter Moms Sweepstakes", where lucky potential viewers could win a helicopter ride to their destination for Memorial Day.The promotion called attention to moms that "hover" (and are poked fun at) in the show.Also key to the strategy was timing (Memorial Day Weekend), as Bravo's affluent target was already headed to the Hamptons anyway, now they could PLUS UP their trip.
The V.I.M. Flash Moms activation reached 12,000 people and saw 11% conversion to app downloads. Additional awareness for the program was driven by Bravo and partner social as well as faux banners, which resulted inapp downloads being 58% higher than the previous month, thanks to the activation. More than 100,000 were reached by the chopper stunt, and 300+ consumers entered by retweeting and posting on Facebook.
Bravo's "Odd Mom Out" faux ads were extremely successful, driving 2.5 times more click through than the industry benchmarks on all sites where they ran.
