Client: Science Moms/Potential Energy Coalition via kvell
Project: Create an influencer campaign approach to get moderate moms thinking about climate change
My role: Ideation, direction, creator search
Team: Maddie Glenski (Sr. Copywriter)
Project: Create an influencer campaign approach to get moderate moms thinking about climate change
My role: Ideation, direction, creator search
Team: Maddie Glenski (Sr. Copywriter)
Science Moms came to us to help them launch their first ever influencer campaign. They wanted to work with diverse mom creators from "purple" states who could use parenting as a lead-in to talk about climate action. Instead of writing one-size-fits-all scripts for our contracted creators, we analyzed and identified four common video formats that mom accounts typically use: listicles, vlogs, step-by-step demos, and "storytimes". We then brainstormed how Science Moms' priority messaging points like reducing waste or preserving nature could be conveyed through those formats, giving our influencers a wide range of suggested prompts that they could tailor even further to their own niches. This resulted in videos that checked all of the clients' boxes without feeling out of place on people's feeds.
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