/ CPG
Connecting with Millennial Moms: Exploring Real Stories to Shape Brand Communications
The Challenge
Our beverage client wanted to connect more deeply with health-conscious Millennial Moms, especially with new moms of kids younger than 5 years old. Exploring the stories of their day to day lives would provide inspiration for new brand communications in 2025 and beyond.
Path Forward
We created a community of moms who shared their stories filled with the highs and lows, the chaos, frustrations and joys of their everyday lives. This community put the usual rules of social media perfection aside in favor of the real deal where we witnessed laughter, tears, yearning and acceptance over the course of a 2-week qualitative study….and a ton of memes that showed the real truth of being a mom to babies and toddlers.
Impact
Insights from the study helped shape communications planning for the brand’s 2025 marketing campaign as well as influencing content based on the theme of the “Joyful Absurd.”