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During October, M2Moms® Sponsor WWE and Susan G. Komen teamed up for their third annual breast cancer awareness campaign called Courage Conquer Cure, which included WWE Superstars and Divas wearing co-branded apparel and WWE platforms “going pink”.
Throughout the month, the WWE announcer table, entrance ramp and ring skirts were co-branded and the middle ring rope turned pink to promote the fight against breast cancer. In addition, WWE utilized all of its assets including WWE Network, TV and pay-per-view telecasts, live events, and digital and social media to drive awareness for Komen’s mission.
Monday Night Raw was hosted by The Today Show’s Kathie Lee and Hoda, Hoda herself a seven year breast cancer survivor. Hulk Hogan went pink with his “Hulkamania” t-shirt, recognizing his “Komen Maniacs” in the crowd, and bringing survivors in the ring to join him in a classic pose-down. But perhaps the most compelling content was an appearance by Joan Lunden, who is currently battling breast cancer.
“The next time I come back, I want to be one of those survivors sitting in the front row,” Ms. Lunden said, and then went on to name each survivor in attendance. The entire audience rose to their feet to give them all a standing ovation.
All of these efforts generated more than 650 million impressions combined on WWE TV broadcasts and social and digital media. The awareness has also helped raise more than $1.5 million for Komen to date.
There are more than 3 million breast cancer survivors in the U.S. today and it is our hope that WWE’s continued partnership with Susan G. Komen will turn more breast cancer patients into breast cancer survivors.
In October 2014, WWE sponsored the 10th Annual M2Moms® – The Marketing to Moms Conference in Chicago. Chief Branding Officer Stephanie McMahon presented with Komen’s Carrie Glasscock and Kraft Foods’ Gregg Horvat, Brand Manager for Capri Sun, on how WWE engages with Moms.
There are numerous brands dipping their toes into the cause-marketing water when it comes to their marketing to mom strategies. We heard from several of those brands during this year’s M2Moms® such as Clorox who recently teamed up with the Children’s Health Fund (CHF) to launch a two-year program that will help CHF provide half a million health care visits to kids in need. “Moms are a lot of things, but first and foremost, they are caretakers,” said M2Moms® presenter Kelley Skoloda of Ketchum as she introduced us to the Clorox/CHF initiative. “Moms have a natural instinct to help other moms and their families.”
BabyCenter® is the latest brand to tap into mom’s instinct to do good by partnering with the Grameen Foundation to support innovative mobile healthcare for expectant mothers in the developing world via a fundraising and education campaign. As part of this partnership, BabyCenter provides expert health information tailored specifically to pregnant women in rural communities of Ghana. Deployed via mobile phones, the objective is to promote healthy pregnancies and encourage women to seek prenatal care as well as offer advice on topics such as breastfeeding, immunizations and how to manage pregnancy-related costs. BabyCenter has also added a new section to its website dedicated to raising awareness and donations for Grameen Foundation’s mobile health education initiatives, with the potential to reach more than 8 million moms in the U.S. and more than 20 million moms worldwide. “BabyCenter is committed to bringing vital health information to mothers around the world and to empowering these women to take control over their own health,” said Tina Sharkey, Chairman and Global President of BabyCenter. Sharkey was a speaker during last year’s M2W®-HC™-The Marketing Pharma and Healthcare to Women Conference. “There are large populations of women in developing nations who don’t have access to books, the Internet, or even regular visits with their healthcare professionals, but they do have basic mobile phones. Our collaboration with Grameen Foundation allows us to reach these underserved women; doing what we can to help raise funds and awareness for this program brings us one step closer to our shared goal of improving maternal health worldwide.”
ConAgra has always been on the leading edge of marketing to mom success and has even been a past recipient of the M2Moms® ‘Full Circle Award’ which is given to those brands who have demonstrated to us how M2Moms® positively impacts their marketing strategies and campaigns. So, we weren’t surprised to find that yet another ConAgra brand is taking a giant leap forward with their marketing to mom initiatives. Chef Boyardee® has launched Club Mum (a play on moms being ‘mum’ about their best-kept secrets), an easy-to-navigate online community for moms to share insider experiences, ideas and helpful hints about family mealtime and other popular topics. The website includes editorial and video content on a broad range of subjects, such as getting more vegetables into kids’ diets, keeping kids active during winter weather, strategies for dealing with picky eaters, packing nutritious lunches and encouraging philanthropy among the whole family. In addition, the brand has launched a Club Mum Facebook page, which mirrors the Club Mum site and serves as an additional tool of engagement. Popular mom bloggers Jodi Grundig, Laurin Evans, Heather Spohr and Syliva Martinez are part of Club Mum’s blog panel.
Who will be the winner of this year’s M2Moms® ‘Full Circle Award’? If you won’t be attending the conference this week in Chicago, follow us on Twitter using #M2Moms for the latest conference news and updates!
Kraft is giving moms something to laugh about with their new online video series starring mom-popular comedian Anita Renfroe. From her side-splitting “you might be a mom if…” theories to her clever observations on clothing sizes and where forks and knives should be placed, Anita’s “snack-sized” videos are sure to resonate well with today’s busy moms. The “You Gotta LOL” video series is produced and directed by Meredith Integrated Marketing with new episodes appearing every Monday morning at YouGottaLOL.com, which is also part of the brand’s recipe website—giving moms quick tips for dinner, lunch and snacks. “We’re thrilled to work with Anita,” explains Julie Fleischer, Director, Consumer Relationship Marketing Strategy & Integration, at Kraft Foods. “As people continue to struggle through economic times, we really wanted to offer them weekly light-hearted breaks and Anita’s real life humor is just perfect for that.”
More and more brands are turning to technology and the web to help mom stay optimistic about her life and future even during tough economic times as we will learn during this year’s M2Moms® as Brad Davis and Paul Yanover of Disney Online reveal insights from their latest study that show how moms use technology, online behavior, roles, preferences and aspirations—they will even look at specific examples of how these insights can drive effective marketing campaigns.
Rosalind Wiseman, author of Queen Bees & Wannabes, is teaming up with Dove® deodorant to not only promote her new book, Boys, Girls, and Other Hazardous Materials, but to also help foster communication between moms and daughters. Starting this week, Wiseman will be hosting the Girl World Tour, a nationwide mother/daughter workshop, presented by Dove deodorant and the website DontFretTheSweat.com. The goal of this eighty-city tour is to bring mothers and daughters together to learn how to effectively communicate with each other during the critical tween years so that moms can continue to be a resource for advice and support. “It’s no secret that a child’s confidence often drops off as they enter their teen years; however, the good news is that parents can make a difference,” said Wiseman. “In fact, the Unilever Tween Confidence Index found that there is a measurable relationship between tween confidence and the value they place on talks with their parents. Which is why, I couldn’t be happier to be partnering with Dove deodorant to help parents and girls through this difficult stage of life.” Adds Heather Mitchell, Senior Manager, Marketing Communications, Unilever Personal Care, Hair & Deodorants, “We recognize that the transition from the tween to teen years can be difficult and stressful; that’s why Unilever feels strongly about supporting initiatives like the Girl World Tour to help kids and parents navigate this stage of life.” Past M2Moms® attendees will be familiar with Unilever’s success in connecting with moms. From Sarah Jensen’s presentation on Suave’s “Say Yes to Beautiful” campaign to Rob Master and Babs Rangaiah’s insight into Dove’s “Real Beauty” initiatives, Unilever executives have shared new promotions and strategies from the M2Moms® stage—keeping with the tradition of giving our audience members a sneak peek inside the latest brand strategies for reaching today’s moms. Who are you looking forward to hearing from this year—Kodak, Walmart, Universal Orlando Resort, Seventh Generation, Disney? Don’t miss this year’s M2Moms®, October 27 & 28, 2010, at the Chicago Cultural Center.
As we will soon learn during School Family Media’s M2Moms® presentation on ‘Engaging Moms at the Intersection of Health, School & Families,’ ‘healthy families’ is a hot topic with moms, a national mandate in school, and an opportunity for family-friendly brands. One such organization finding marketing to mom success by focusing on healthy families is the California Raisin Marketing Board who, along with authors Janice Newell Bissex, MS, RD and Liz Weiss, MS, RD (also known as The Meal Makeover Moms), is offering tips to help parents across the country create healthy meals and snacks and is also launching a new contest, “Let’s re-Do Lunch.” Through November 8th, healthy lunch and snack makeover photos and tips can be uploaded to the California Raisins Facebook Page for a chance to win a $5,000 cash prize, a year’s supply of California Raisin snack packs, and a donation in the contest winner’s name to the food bank of their choice.
Motherhood Maternity® is collaborating with Disney Consumer Products on a new collection of maternity apparel and accessories that will feature three of Disney’s iconic characters: Mickey Mouse, Minnie Mouse and Winnie the Pooh. “Motherhood Maternity is excited about our collaboration with Disney,” enthuses Emilia Fabricant, president of Destination Maternity Corporation, an Associate Sponsor of this year’s M2Moms®-The Marketing To Moms Conference. “We are thrilled to offer our customers sleepwear, knit tops and accessories featuring these beloved Disney characters.”
“This collaboration gives Mom the opportunity to celebrate motherhood before her baby is born by wearing images of the nostalgic Disney characters that she fondly remembers from her own childhood,” said Stephen Teglas, vice president and general manager of Fashion & Home North America at Disney Consumer Products. “This is also the first time Disney is working with a maternity expert to bring quality products to expecting moms and Disney fans.”