The story behind Frida's campaign to champion real conversations about motherhood
One Green Bean won at The Drum Awards for Content 2022 in the Most Effective and Creative User-Generated Content for its Real Birth Announcements campaign. Here, we find out more about what went into this intimately successful campaign.
One Green Bean and Frida campaign for Real Birth Announcements
Frida, an American parenting brand, wanted to create a presence in the UK in a highly relevant way that would immediately connect to a potential audience of new moms, and moms-to-be. Their Real Birth Announcements campaign was delivered in a big way thanks to One Green Bean and a genuine look at motherhood.
The brief
Frida’s directive was simple, they wanted to be authentic about the realities of motherhood and childbirth, as well as continue their commitment to scaling the boundaries of honest discussions on those same topics. They needed to push past the ‘stiff upper lip’ of past behaviors, and open clear dialogue that would support moms in their pregnancy or child-rearing journey.
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The idea
Through research, they discovered that many new moms don’t feel ready for the realities of giving birth, and the post-partum recovery period, as well as the ups and downs of being a mom. Their research study involved thousands of moms and revealed that one out of three were woefully unprepared once they became pregnant or gave birth.
They also identified birth announcements as the beginning of unrealistic ideals being conveyed to parents-to-be.
With this knowledge in mind, their strategy focused on preparing women, instead of scaring them, and positioning Frida as a top advocate of realistic birth and post-partum conversations in the United Kingdom. What they saw as a creative opportunity, turned into a campaign featuring six UK mothers who shared the organic realities of becoming a mom.
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The results
The effects were robust, and gained a large reach, as well as media attention:
- 117 media articles, including one from the BBC News
- 392% organic social media follower increase for Frida-owned channels
- 100% positive sentiment and key message inclusion
- 1.1 billion total reach
The positive outcome went far past numbers with three national TV news segments and an impressive influencer strategy supporting the movement. Frida also hosted an intimate talk hosted by Paloma Faith, and Fearne Cotton as a collaboration of influential women who sought out authentic birth stories via social channels.
This campaign was a winner at The Drum Awards for Content 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.