Overview
Loacker, the #1 global wafer cookie brand, tasked 5W with creating a campaign that would bring awareness to the brand and their mission of supporting working mothers. 5W's efforts would support their third annual PowerMom celebration that honors working mothers.
Strategy
The goal was to secure coverage in outlets that resonated with Loacker's key demographic, with coverage inclusive of the meaningful and authentic brand touchpoints that brought to life Loacker's commitment to mothers. To connect with Loacker's target audiences, a partnership was created with actress and mom Maggie Gyllenhaal, with her serving as their PowerMom. From this partnership, 5W developed and implemented a strategic media program that included interviews with Maggie, a media event, and post-event outreach, that would support the overall campaign goal.
Results
The campaign resulted in five top-tier media interviews secured for Maggie and over 26K likes on her promotional social media posts. Top-tier media and influencer attendees at the event included Parents.com and Stroller in the City, which converted to post-event pieces and coverage. In addition to the coverage, online editorial, event images and Facebook Live video content was secured to be shared and used by Loacker.
Total Media Impressions: 179+ million
- POPSUGAR
- Parents Magazine
- Entertainment Tonight
- SheKnows
- Medium
- Parade
- Stroller in the City
