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, alongside their brand strategy team at LeadDog Marketing Group, 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 obtaining views, and achieve the start of a real connection with parents. The first obstacle was creating a content piece that truly resonated. Plum wanted to be known as the brand parents turned to not only in the baby food aisle, but 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 grab the attention of parents everywhere. To do this, Plum first launched the Parenting Unfiltered video. This video featured real parents having real, unfiltered moments. From attending a goldfish funeral to escaping to the bathroom to read a book, the snippets of parenting were a far cry from giggling, perfect babies.To promote this video, Plum 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 cut-downs for Instagram, a Tumblr microsite supporting the video and social assets, and a variety of Parenting Unfiltered-centric social series across the brand's social channels.
Long-Term Social Strategy
Parenting is one of the most unifying experiences within a community, so Parenting Unfiltered had to be more than just a campaign – it had to be an evergreen conversation. Led by regular social content series, ongoing support from influencers, and a resounding, "Yes, you get us!" from parents via through-the-roof social engagement, Parenting Unfiltered is now an established platform for the brand – and parents – to lend support and humor throughout the year…like, during the holidays when the pressure is on to share picture-perfect recaps of the year that was.In December, Something Massive launched a holiday campaign extension for Parenting Unfiltered (titled 2015 Unfiltered), which allowed users to generate and instantly share a customized Holiday Newsletter that reflected what a year of parenting really looks like. No perfectly posed pics. No "it was the best year ever!" newsletters. Instead, we replaced the perfect ("The kids got straight A's!") with the real ("The kids got lice…again!").A dedicated microsite allowed users to generate their own year-in-review style Holiday Card by completing brief questions in a variety of categories. Each personalized card was instantly shareable across social channels.With engagement that exceeded expectations, it's clear that the real and honest parenting conversation Parenting Unfiltered catalysed is one parents are eager to have.
Each component of the multi-platform, long-term Parenting Unfiltered campaign has worked holistically to create a unifying message to parents everywhere. Plum has exceeded its goals, and rebranded its personality across the digital landscape.
With over 3.5 million video views on Facebook, 82,000+ shares, 23,000 comments and 90,000 likes, our goal of engagement was met, and then some!
Tumblr
Housing the campaign microsite on Tumblr allowed us to feature the video campaign, our social extensions and user generated content, leading to over 25,000 total views, and an ever-growing conversation with a strong, singular takeaway.
YouTube
With over 539,000 views of the Parenting Unfiltered video 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 featured on Instagram along with supporting campaign elements and influencer support gained over 100,000 additional impressions for the campaign.
2015 Unfiltered
The "Parenting Unfiltered" holiday card campaign exceeded expectations, leading to over 11,000 individual cards created and over 100,000 views of shared cards on our microsite in three short weeks.
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
