The Brand
Plum Organics is the nation's #1 organic baby food brand. As a leading innovator in this crowded marketplace, Plum not only provides the very best food possible to little ones, but also creates products that solve real problems for parents (…we all know organic fruits & veggies don't purée themselves!). Plum offers a complete line of premium, nutritious, organic baby food, as well as snacks & mealtime solutions for toddlers and kids. Plum believes revealing, embracing and examining true parenting experiences opens us up to solutions that make life more amazing for parents and families.
The Goals
Noticing a tidal wave of relentlessly happy and simplistic portrayals of family life in social media and the parenting CPG marketplace, Plum worked with Something Massive to create a video-led campaign that would portray parenting in a more realistic light.The goal of the Parenting Unfiltered campaign was to take the pressure off parents, and to build trust by acknowledging – and even celebrating – the reality that parenting is complicated, messy and anything but perfect. The video was intentionally not product-specific, but rather a lifestyle campaign designed to catalyse conversation, inspire genuine engagement and position Plum as the brand that gets it.
Challenges
The main challenge of Parenting Unfiltered was to surpass the expected goal of raking in views, and achieve the start of a real connection with parents. The first obstacle was creating a content piece that would truly resonate and achieve a lasting connection. Plum wanted to be known as the brand parents could turn to when they needed a trusted source for humor, empathy and a knowing nod to the entire parenting thing.
Strategy
To overcome this challenge and start a real conversation, Plum needed to create a social media marketing campaign that would make busy parents take pause.The Parenting Unfiltered campaign video featured real parents having real, unfiltered moments. The video captured parenting at its core, and featured a series of vignettes, from attending a goldfish funeral to escaping to the bathroom to read a book. These snippets of parenting were a far cry from giggling, perfect babies. And with a closing message of, "If it feels like parenting isn't always perfect…you're doing it right," Plum established itself as a brand that's right there with – and for – parents.
Key Features
The video was launched on Facebook and supported with a small, targeted media spend to gain initial amplification. It became clear that the video resonated with parents as engagement soared and organic views quickly outpaced paid views, leading to a CPV of less than $0.01.
In addition to our Facebook distribution and media strategy, we partnered with influential parents across the web. These popular moms and dads shared their honest Parenting Unfiltered experiences on a variety of platforms, creating organic awareness of the campaign and driving adoption of the hashtag, #ParentingUnfiltered.
In addition to influencers, Something Massive launched a multi-platform social campaign to support the video launch. Each component of this campaign was optimized for its platform, making it easy for fans to interact with, share and like the Parenting Unfiltered video and all of its related assets.
Some of the highlights of the multi-layered Parenting Unfiltered campaign included video cutdowns for Instagram, a Tumblr microsite supporting the video and social assets, and a variety of Parenting Unfiltered-centric social series on the brand's owned social channels.
Thanks to millions of organic views and through-the-roof engagement, the Parenting Unfiltered campaign video has worked holistically to create a unifying message to parents everywhere.
With over 3.5 million video views on Facebook, 82,000+ shares, 90,000 likes, 2,300+ comments, and a CPV of less than $0.01, our goal of engagement and driving honest conversation was met…and then some!
YouTube
With over 539,000 views on YouTube it's fair to say parents found the cost of investing in a conversation with Plum well worth the payoff of an honest relationship.
:15 second video cut-downs we featured on Instagram along with supporting campaign elements and influencer support gained over 100,000 additional impressions for the campaign.
Parenting Unfiltered Stats
• 4+ million total video views
• 3.5 million video views on FB
• 500,000+ views on YouTube
• 82,000+ shares
• 23,000+ comments
• 90,000+ likes on Facebook
• 25,000+ Tumblr views
• 100,000+ influencer impressions across Instagram + Twitter
