Behind the Scenes
Moms often joke that they have a third eye in the back of their heads making it nearly impossible to sneak anything by them. And it’s true, which is why this production took some masterful pre-production choreography by our team. Not to mention lots of tissues for the reveal. The soft kind with the lotion of course.
Social Content + Influencer Relations
The response on social media was clear: these emotional videos resonated with parents who struggle with feelings of guilt every day. Partnering with parenting influencers who are a trusted resource for the target audience added another layer of credibility.
Owned content featured real, actionable tips for navigating parent guilt from a licensed professional counselor and family therapist on the Pointers for Parents blog.
A customized email created in partnership with Blue Sky Agency allowed parents to send a personalized note of encouragement to friends and family in need of a little reassurance, spreading the message of #LetGuiltGo to their personal networks.
More than 50 local Primrose schools brought #LetGuiltGo to life by creating special videos, grab-and-go meals and notes thanking working parents for all they do to raise kind, compassionate children.
The response was almost immediate. Not only were the videos being viewed in their entirety, but the comments came pouring in and they were nothing short of inspiring. Blog traffic spiked and the corporate office began receiving phone calls from the teaching staff at various schools as well as from parents of current students thanking Primrose for creating this kind of content and for supporting parents. Perhaps most importantly, Primrose saw a direct correlation to an immediate spike in school inquiries: more than 300 visitors who read the primary Let Guilt Go blog post clicked through to the “Find a School” page.
social media impressions
unique blog views
Meet the JS team that worked tirelessly alongside our amazing clients to make the #LetGuiltGo campaign such a huge success.