Building Awareness with Millennial Parents
CLIENT: Nursery Water
Nursery Water constantly needs to build awareness among new parents. They also wanted to freshen the energy of the brand to be more fun and attractive to millennial consumers.
Movers+Shakers positioned the brand in the category of “always the best for my baby.” We created this original musical story that celebrates #SuperMoms (and SuperDads) who tirelessly go the extra mile for their baby… and allows us to laugh at the crazy “mom fails” that happen along the way!
2-minute original musical film, 45-second short version, 10 memes, and images
Movers+Shakers attracted new customers with a Facebook & Instagram ad campaign.
Reached 7.8x more customers per dollar than industry average
YouTube skip after 5-sec ad:
49% view rate and 17% COMPLETION rate for 2-min spot
Achieved 3.5¢ CPV (vs benchmark 27.4¢)
Drove 34% increase in website traffic
Memes reached 75% view rate via retargeting
“Movers+Shakers hit it out of the park! The ideas were spot on, and we thought, ‘Oh my gosh, they get our brand!’
Put your trust in Movers+Shakers because you’ll be completely surprised with what they come back with.”Maureen Hendrix
Full Musical Film:
We re-purposed footage from the campaign for an inexpensive extension.
Here’s a sample from the 10 memes that boosted view rates up to 75%!
SHOW ME MORE!
We had a fantastic team bring these SUPERMOMS to life!
Music: Willem Oosthuysen
Lyrics: Laura Kleinbaum
Director of Photography: Kate Phelan
Assistant Director: Dan Bratman
Line Producer: Chloe Na
Casting Director: Kyle Coker, Binder Casting
Production Manager: Mehdi Darlis
Production Designer: Heather McDevitt Barton
Wardrobe Stylist: Heather McDevitt Barton
Makeup: Mariana Collignon
AC: Laura Nespola
Second AC: Ken Kozak
SteadiCam Operator: Tim Westover
Editor: Sean Robinson
Color: Marika Litz
Sound: Travis Jones
Gaffer: Collin Chiucchini
Grips: Miguel Medina, Christina Suriel
Behind the Scenes Camera: Adrian Fernandez
Photography: Diego Asunsolo
Production Assistants: Anthony Fraser, Alex Ciceron
Music Arrangement: Andy Roninson
Recording, Mixing, Mastering: Denise Barbarita
Account Director: Evan Horowitz