OBJECTIVE: Introduce new mothers, expectant women and influencers to the new brand and web site, LightIris.com.
CHALLENGE: Launch a new brand web site for mothers created by a man in a competitive marketplace for less than $10k.
STRATEGY: In an earnest effort, do something that is remarkable, share the experience through a blog, and get others talking about it.
APPROACH: The best way for anyone to understand someone else's perspective is to walk in her shoes. Light Iris' founder wore a pregnancy suit in private from April 13th until Mother's Day, May 13th and blogged about it. Full explanation of the approach found at: http://blog.lightiris.com/2007/04/introduction_09.html.
EXECUTION: Blog posts regularly shared humorous experiences, physical challenges, pictures, video, other people's views, empathy for pregnant women, and always recognized the fact that this pregnancy project was not simulating what women truly experience. The blog also provided a context and audience to introduce Light Iris. Light Iris is a web site that provides information and tools specifically for expectant and new moms. The search engine offers "Only the Best of Google for new Moms."
RESPONSE: Mommy bloggers are the group of women with whom the most time was spent cultivating relationships and communicating. Their support was overwhelmingly positive and in many cases wrote about the pregnancy project and Light Iris on their blogs.
RESULTS: LightIris.com successfully launched on Mother's Day 2007 with an already installed and active community of women aware of the brand and its value. The Light Iris blog continues to be a forum for publishing and discussing motherhood issues.
Credit Information
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Client: Light Iris
Agency: Lucid Marketing
Budget: <$10k
Date of Campaign: Apr 13 - May 13, 2007
Contact Name: Kevin Burke
Case Study URL: http://blog.lightiris.com/
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