WHAT THEY NEEDED:
Disney was launching BabyZone, a new site offering information, resources, and community to new and expecting mothers. The campaign needed to appeal strongly to millennial moms and it couldn’t look over-commercialized.
WHAT I DID:
Moms trust other moms, and new moms love to overshare. Our campaign was all about being pumped-up for the adventure of motherhood, letting moms-to-be communicate in their own words.
The series of 12 ads—which we updated continuously based on real-time analytics—yielded a 55% reduction in Cost Per Acquisition while more than doubling Click-through Rate.