Celebrity Tia Mowry is starring in a Kia campaign involving women's lifestyle brand PopSugar and spotlighting Kia's Sorento SUV. The campaign, “PopSugar Circle of Moms, Everyday Answers,” centers on eight online episodes in which Mowry, a mom herself, and mom bloggers go about doing the soccer mom things -- grocery store, Pilates classes -- in the crossover SUV.
As they go around doing tasks, they talk about parenting, relationships, health, and tips on things like meal planning, and various suggestions, and solutions to everyday parenting crises, I mean issues.
Michael Sprague, head of marketing at Kia Motors America, said the campaign also puts the gimlet eye on such Sorento features as the fold-flat third-row, Kia's UVO eServices/telematics platform, and blind-spot detection.
Annette Gallo, VP, integrated marketing, PopSugar Inc., tells Marketing Daily that ads will tout a Pinterest contest, and that there are blogger syndications and video and mobile banner as well. Also, the episodes, produced by PopSugar, are about eight minutes long and live within PopSugar's Circle of Moms video hub and are also syndicated across the PopSugar sites.
Gallo says PopSugar partners with advertisers to produce original programming regularly across many verticals including fashion, beauty and fitness, "but Circle of Moms is the first time we have partnered with an advertiser to produce and syndicate video content specific to Moms," she says.
The site and Kia approached Mowry to participate in the series to share her parenting experiences, "as she represents both brands and audience demographic really well."