Creating Incremental Usage in a Commodity Market
Mom scoops up ice cream for every special occasion, but she doesn’t have any special feelings for what’s inside the bowl. The category has trained her to buy the deal, the new flavor, or the seasonal promotion.
Millennial moms faced a lot of pressure to create big, meaningful memories for their kids as often as possible. And because they were so busy getting from one milestone to the next, they were often missing out on the magic in the small moments along the way.
We developed a social and digital content strategy designed to help mom slow down and celebrate the little things. We called them “In Between Moments.” All of the content was meant to create, remind or celebrate the small stuff in life. We created, styled, shot (and sometimes ate) everything in our in-house content studio.
These little moments had a big impact. Average re-pin rates on Pinterest were 4X the industry standard, and Pinterest-themed retail displays helped drive a double-digit sales lift.