Motherhoodon a Teeter TotterSocial Media and Online Community Engagement

CASESTUDY “What I appreciate most about Ewing PR is their creativity, their proactive and reliable project management, new ideas and total flexibility.”Hana Mrzenová, Former Brand Manager, Nestlé Česko, s.r.o.

In late 2011, Nestlé Infant Nutrition was looking for a strategic partner who would help deepen brand engagement with Czech and Slovak mothers.

CASE STUDY

Could we help them secure better exposure and drive traffic to their child care and product info websites?

THE CHALLENGE

INSIGHTEwing PR followed the initial research to an important insight: Czech and Slovak Moms share a need…

… TO VENT!

Faced with the “artificially sweet“ positioning of most child nutrition brands where all children are smiling, clean and well-behaved, we instead encouraged them to create real opportunities to connect, and to offload the stress of their less-than-perfect reality of motherhood.

THE SOLUTION

Launched in 2012, “Motherhood on a Teeter Totter” reaches out to Czech and Slovak mothers with a monthly story and photo contests.

These contests do not seek the “prettiest“ stories or photos, instead we encouraged moms to capture the sometimes harsh realities of motherhood. The backbone of this concept was there was no better way to build stakeholder trust than by communicating about the realities of parenthood.

Two actresses were engaged as celebrity moms to share their authentic stories.

A newly-created community Facebook page gave the audience different channelsto talk, connect, and share their real experiences.

THE SOLUTION

Since 2013 our celebrity moms also answer Facebook fans’questions through short videos, shared via the Facebook fan page.

RESULTS

Results 2013: More than 800 photo entries in monthly contests Approx. 17,000 new Facebook fans Facebook page scored as one of the strongest

fan pages in the Czech/Slovak Republics

Awards: Nestlé Consumer Engagement Award 2013 Finalist, Sabre Awards 2013 Finalist, 8th Annual Czech Award

for Public Relations

KPI Check