The Process
Objective: To engage Millennial Moms during the busy back-to-school season with a campaign that blends nostalgia and humor to drive viewer connection.
Roles: Writer, Producer, Creative Director
Approach: This campaign was built on a strategic delivery of promotion to a specific audience. Our ideal viewer in this scenario is a working mother of young children who grew up with the nostalgia-heavy Barbie commercials of the 90's and 2000's. This approach blends nostalgia and humor with the urgency of quick weather information, so viewers can know what to expect for their kids at the bus stop.
The campaign included a broadcast series and social spots, and targetted exact dayparts and programs that were more heavily skewed toward women aged 25-54. From August to September, we saw an increase in viewership with our 6am programming in this audience.