In the Motherhood / Leah Remini

CELEBRITY OBJECTIVES

  • Create a partnership with mass reach capabilities to drive purchase for Suave and Sprint
  • Provide a platform to bring Suave’s POV to life in an engaging way to real moms

BURNS’ ROLE

  • To select a humorous celebrity mom that regular working mothers could relate to and could deliver the campaign objectives.
  • By using E-Scores, Q-Scores, and its reliable Celebrity VaultTM, Burns was able to narrow down a list of mothers that would resonate well with specific demographic that Suave and Sprint were looking to target.
  • Drafted offer letters and contracts.
  • Burns also executed all contracts and negotiations for this campaign, as well as overseeing project until its completion.

CAMPAIGN  OVERVIEW

  • Suave and Sprint partnered to produce funny, comical and no-holds-barred experiences of motherhood into video shorts that were based off of submitted content from site users.
  • The content for the online video series was generated through a consumer contest resulting in stories created by moms, for moms and about moms.
  • Extensive media outreach resulting in coverage on: Ellen, Jay Leno, Extra, Entertainment Tonight, and People Magazine.

RESULTS

  • “In The Motherhood” trailer garnered more than one million video views in its first 2 weeks
  • Delivered 547 million total campaign impressions vs. goal of 450 million
  • Achieved more than 16.9 million webisode views vs. goal of 900,000
  • Delivered 6.4 million microsite visits vs. goal of 1.8 million
  • Average .62% click-through rate vs. goal of .20%
  • Suave’s share increased by .4% during the campaign (Unilever data)
  • Brand awareness and favorability levels for Sprint rose significantly
  • Over 4,000 story submissions and 60,000 votes

http://youtu.be/AKaWal-k8aE

Brands hire Burns Entertainment & Sports Marketing to help deliver their most important messages to their most important audiences, from brand positioning to product launches to global campaigns, to drive affinity, sales, share and profits.  Our expertise in the world of celebrity and pop culture — who’s hot, who’s not, and how to leverage talent across the marketing mix — has produced unparalleled brand success for 41 years.

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