Like a feminine hygiene brand shying away from women in white flowing dresses frolicking through a field of tall grass, organic baby food brand Plum Organics, with help from LeadDog Marketing Group, has eschewed the trite, saccharin sweet portrayal of parenthood that most marketers take. Instead, its new #ParentingUnfiltered campaign tells it like it is.
The effort is in reaction to research which shows 61% of Millennial moms feel intense pressure to keep up with the digital “Joneses” by posting images of their perfect, but contrived and fake, life.
On April 17, the brand launched a video, created by Stun Creative, that honestly depicts parenthood and delivers the message aimed at reassuring these parents that real life isn’t as pretty as what you might see shared in social media: “if it feels like parenting isn’t always perfect, you’re doing it right.”
The video has 208,000 views on YouTube and 244,000 views on Facebook along with 13,000 shares and 23,000 comments.
The brand is promoting the video and overall #ParentingUnfiltered effort on Facebook and on Twitter:
Parenting. It isn’t always pretty. It isn’t always perfect. And that’s ok. #ParentingUnfiltered http://t.co/RSGyjDh5c7 — Plum Organics (@PlumOrganics) April 20, 2015
On the #ParentingUnfiltered campaign website, created by Something Massive, parents can commiserate with other parents who have shared their own stories about their less-than-perfect parenting experiences, as well as hear from parenting bloggers such as Jill Smokler from Scary Mommy, Doyin Richards from Daddy Doin’ Work, Ilana Wiles From Mommy Shorts, John Kinnear from Ask Your Dad and Kristin Howerton from Rage Against the Minivan.
Of the campaign direction, Plum Organics Co-Founder and CEO Neil Grimmer said:
The truth is that 99% of what parents are experiencing in their everyday lives is not reflected in the media, ads or their social media communications. We believe that there’s too much pressure on parents to be perfect.
On Friday, April 25, the brand launched an offshoot of the campaign, #UnfilteredFriday and is encouraging parents to share their “filter-free” parenting moments.
@ScaryMommy http://t.co/ifMMTrRqpx #UnfilteredFriday #ParentingUnfiltered pic.twitter.com/gKQ5iDDNp4 — Aisling Özdemir (@AislingOzdemir) April 24, 2015
Some of the parent bloggers the brand has partnered with are helping promote the #UnfilteredFriday effort:
Parenting isn't pretty! We want to see your #ParentingUnfiltered moments. http://t.co/9JcdQRzA71 #UnfilteredFriday #Sponsored — Scary Mommy (@ScaryMommy) April 24, 2015
Grimmer says the campaign, its first ever other than events and sampling, are a result of the brand’s recent success, which saw an increase in revenue to $80 million, a 6.4% share of the $2 billion baby food category, and landed it in the number one spot in organic baby food this year.
Supporting print ads will appear in American Baby and Fit Pregnancy.
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