Mom-shaming is a real problem for our Yoplait moms. We created this real life hotline to deflect all the unsolicited advice so mom doesn’t have to waste her time listening. To get the word out, we launched with unbranded out of home, bumper stickers, and t-shirts that we sent to momfluencers. Our online social film was so beloved that we eventually ran it on the season premier of The Bachelorette and moms all across the nation called in.
RESULTS
In the first week alone 1-833-MOM-TIPS received:
+10,000 calls, average call time of 79 seconds
Totalling +13,170 minutes of unwanted opinions
We generated:
+25MM impressions
+5.7MM video views
VTR of 62.34% (vs. a 41.24% CPG benchmark) and an efficient $0.01 CPV
We reached moms, and got them to take action:
influencer content generated over 154M expressions
Moms loved the prank and took to social to show it:
+12K mentions of “mom tips”during the campaign