Background:

P&G would like to increase product sales across multiple brands by showcasing their innovative efforts to reduce people’s environmental impact via water conservation.

What I Learned:

“It’s not about using less water, but using water more effectively.”
51 million moms worldwide are EcoAware and good for $1.45 trillion in buying power.
“The clincher for me was staring into my new baby’s eyes and knowing I was responsible. For everything. This little person looked to me for their every need and it was up to me to create a life for someone...whoa. What would that world look like?”

Target:

New EcoAware moms that are trying to EcoBehave.

The birth of their babies has primed these moms to be willing to make a behavior change. They need and want guidance and P&G can give it to them.

Insight:

New motherhood has made these moms EcoAware & EcoAnxious.

Strategy:

Moms, you don’t have to save the world single-handedly.

What I learned about me as a Strategist:

This was a challenging assignment due to trying to balance showcasing P&G and the various product brands. It was also hard to focus specifically on water and not the environment. Focusing on the true emotions a new moms feels helped to ground the creative brief.

Creative Expression:

Never Mom alone.

The Calm Mom app allows Moms to ask questions and get a list of the most relevant mommy blog answers. It also offers coupons for P&G products.

Banner ads and a sponsored Buzzfeed post highlight the irrational fears moms have while telling them that P&G can help them stay calm.

Miami Ad School - New York Student Work