Why do Mom’s only get a day of celebration a year? Don’t they deserve more? We sure think so, especially after a year where moms were disproportionately affected by the pandemic and shouldered the burden of work. As a show of support for Portal community, many of which are moms, we decided to scratch Mother’s Day and announce #Mother’sWeek. In the week leading up to Mother’s Day we showed our love and support with conversations, content, and surprise + delight moments on all our social media channels. In the end, the #MothersWeek campaign was Portal’s most successful social media-based campaign to date.
We kicked off the campaign with some very relatable films and posts that announced our intentions.
We created a week-long, social-only content series with influencers and mom-centric experts. They went live on our pages and took part in AMAs via Portals, covering all sorts of topics relating to motherhood, from raising differently-abled children to body positivity and intimacy. Full schedule of speakers: 5/3: Lesley Murphey + June Quan - Being a New Mom in the Pandemic, 5/4: Kate Swensen - Raising Children with Autism, 5/5: Ali Krieger - Adoption, 5/6: Mattie James - Loving Your Baby and Your Business, 5/7: Palak Patel - Infertility + IVF, 5/8: Andrea Roberts - Raising Differently-Abled Children, 5/9: Shan Boodram - Body Positivity and Intimacy
We turned our UGC content into shareable memes, as well as engaged our community with conversations and relatable content.
We also reached out to other brands to join the movement, ultimately amplifying our own message. They cross-posted, engaged with our brand, co-developed programming with us and even created bespoke products (thank you, Diet Coke). Ultimately, 20+ brands played along.
Bespoke content around IVF co-created with KindBody.
