Putting Good In, Getting Good OutSeptember 15, 2016
By Dave Fransen, VP Account Services
It was a big and exciting week for the Minute Maid team here at Fast Horse. For almost a year, we’ve had the privilege of working with Olympic gold medalist Missy Franklin as the centerpiece of the brand’s #doingood campaign. #doingood is Minute Maid’s effort to combat parents’ feelings of self-doubt (often fueled by social media) by offering them reassurance that they are, in fact, doing a good job raising their kids. The campaign speaks to parents in a unique and powerful way, with the refreshingly positive relationship between Missy and her parents serving as an example of the results of great parenting (and a pretty awesome daughter, in her own right).
Our team traveled to Atlanta this week to host a pair of events, the second of which brought together Missy, her parents and a handful of very influential bloggers in the parenting space. For nearly two hours, we engaged the group in a really interesting conversation, filled with anecdotes, laughs and even a few tears. During the roundtable, we heard a few recurring themes:
· The demands of raising children are truly never-ending
· Feelings of being overwhelmed and stretched too thin are pervasive
· It’s really easy for parents – maybe moms especially – to empathize with one another
· Recognizing other parents who may be struggling, whether quietly or very publicly, and offering a hand or an encouraging word is critical
· Validating other parents for doing a great job, especially when they might be feeling less-than-adequate, is one of the most important things you can do. It’s often the smallest of gestures that make a day completely better.
As a middle-aged guy with no kids, I found the whole thing kind of fascinating. Not exactly mind-blowing, but to see the instant camaraderie that is borne out of the experience of parenthood was pretty great. Seeing how deeply it moves these women (and a couple of men) just by thinking about how they, or somebody they know, may not feel like they’re #doingood was, well, moving in itself. Further, it was striking to hear the similarities between the stories of everyday moms and the parents of an Olympic champion. In the end, it seemed parenting experiences aren’t all that different from one another.
Ultimately, for the purposes of marketing the brand campaign, we designed the event to spark a conversation that was second nature to our participants. And while we wanted to establish a connection between the #doingood philosophy and everyday lives of parents, our job was almost too simple. By sharing stories and identifying with one another’s highs and lows, it became clear very quickly how anybody – everybody – could identify with one another, and how each recognized how they have the power to make a positive impact on other parents’ psyches by simply offering some affirmation of a job well done. And those kind and encouraging words shouldn’t only be offered to our own parents – the power of encouraging our brothers, our aunts or our friends is immense.
I’m looking forward to the content that’s sure to come out of the roundtable event — to learn what these five bloggers took away and how they’ll use our conversation to encourage their millions of followers to truly take part in the #doingood campaign. Their passion for the subject matter was evident.
Check out the long-form video starring Missy, which was created earlier this year for the campaign, along with a few images from the week.
— HowDoesShe (@howdoesshe) September 14, 2016
I just spent the most amazing morning with the Olympian @missyfranklin88 and her parents. We came together as part of @minutemaid_us #doingood campaign and shared real stories about parenting. As parents, sometimes we need to be reminded that we really are DOING GOOD! I am in love with Missy’s family and this campaign and can’t wait to share more! #ad
A photo posted by Amy Huntley (@theidearoom) on