October 17, 2017
I’ve been a part of our Yoplait team for over a year now, and I’m so proud of the work we’re doing for the brand. We’ve been rolling out work consistently as an agency over the past few years, but I wanted to highlight a unique campaign that just launched a week ago.
But first, a quick refresher to set the scene.
Yoplait’s new “Mom On” campaign launched this past summer with a spirited 60-second TV spot, a partnership with the comedic duo behind #IMOMSOHARD, print, radio and much more. The launch was hit, and consumers were taking to Twitter of their own free will to call the brand “woke” and the “best.ever.” for its spot-on portrayal of the realities of motherhood.
After that intro, it was on us to keep the momentum going. Our answer? A good old-fashioned tip line. Hear me out…
With the help of Mindshare and 72&Sunny, our team developed 1-833-MOM-TIPS, a fully functional (and fully sarcastic) tip line for people who have thoughts on how moms should be raising their children. The mini-campaign was an effort to make a statement about all the unwanted advice moms receive, and give moms a laugh in the process.
The tip line includes press x-style prompts that are all based on real-life scenarios that moms are judged on. Things like: “To question her dedication to motherhood, press 3,”
“To set completely unrealistic standards, press 6.”
The tip line is promoted through a tongue-in-cheek, infomercial-style video, intriguing, non-branded street-level posters and flyers in New York City, and influencer partnerships where top parenting influencers share their personal stories of unwanted advice.
In just a week, the tip line has received over 11,000 calls. Are you next? CALL NOW! Really.