Case Study: Jen and Barb, Mom Life

Background

If you’re social media geeks like we are, then you know that BBE (Broadband Enterprises) have become the digital video authority on the web delivering over 12 billion impressions on behalf of many of the world’s leading brands. This created excitement amongst the Gurus when BBE inquired how we could help create online viral buzz for their largest endeavor to date, “Jen and Barb, Mom Life” sponsored by SC Johnson and Kraft.

Our Approach

Mom Life had professionally produced content with a defined niche target, now they just needed to know about the show. Researching the women’s lifestyle and mommy communities determined our social media branding strategy and informed our content strategy.

With consistent branding established through tone, design, and copy we created funnels throughout social media channels and communities drawing our target towards our content. Moms reading online magazines heard about the show from community tastemakers, Moms on social networks found videos in their inbox. Moms on blogs/chats/forums found online “friends” chatting about the show. Subscribers to mommy newsletters received dedicated emails. Someone searching Google or You Tube for “work at home opportunities” or “parenting tips” were pushed towards a Mom Life episode.

Once engaged, fans were given viral tools and links to easily share their favorite episodes with friends. The effectiveness of these funnels were seen in the traffic and exposures garnered for the show which topped 40 million in total.