Sprout, a 24-hour network aimed at preschoolers and their parents, is looking to unite moms through their experiences in the latter qualities via a new digital and social campaign called Sprout MOMents.
“We realize that everyday moments matter,” Jennifer Giddens, vice president of marketing at Sprout, tells Marketing Daily. “You burnt the tray of holiday cookies that you made with your kids, or you decided to make snow angels with your little ones. Sprout MOMents gives moms the opportunity to document these unforgettable memories during the holiday madness.”
Using a dedicated website, www.sproutmoments.com, moms can use templates such as “Holiday Cheers and Tears,” “The Hostess with the MostStress” and “’Tis the season to be messy” to show the reality behind their holidays. The agency opted to create the templates in part to remove some of the stress of trying to create perfection for the holidays.
“With how popular Pinterest is, there’s a desire to share highly crafted content, but they can’t necessarily make it themselves,” Steve O’Connell, partner and executive creative director, at Red Tettemer O’Connell + Partners, the agency behind the campaign, says. “It makes it easier to make things look good.”
The messages can be shared via Facebook and other social networks, all with the goal of raising awareness of Sprout in a clever, community-building way.
“Everything we do at Sprout is centered around creating everyday moments that matter for moms and their children,” Giddens says. “We also know that holiday chaos can provide some of the best backdrops for unforgettable holiday memories, and we want to help moms turn those pictures into something they can look back on, laugh at and cherish or share with other moms.”
The agency has also created a holiday giveaway campaign, MerryThon, through which the network’s Facebook and Pinterest fans can win a prize or learn about a different craft or activity every day through Dec. 24.
Both efforts will be supported with Facebook ads, a mobile ad buy and display ads on the Game Show Network.