It All Starts With the #MotherCulture
Since 2002, the I Imagine team has been working with Lifeway Foods, a manufacturer of kefir—a probiotic, cultured, functional dairy, and non-dairy health food product. We have helped Lifeway them grow from a $10 million company to a $100 million company by worked with their marketing team to help launch new products, advise their brand strategy, and develop buzz-worthy online and social media initiatives.
We’re delighted to share an inside look at the great work Lifeway’s marketing team did for their recently launched #MotherCulture campaign, which was the largest national print advertising campaign in the company’s 28-year history.
Congratulations to the entire Lifeway team on a successful campaign!
The campaign, which featured full-page ads with the title “It All Starts With the Mother,” centered on the theme #MotherCulture. The goal of the campaign was to encourage moms to share their stories, by pairing moms with the mother cultures that are the foundation of every Lifeway product.
“Since all Lifeway creation are born from the same mother cultures and are inspired by the busy moms and diverse families who enjoy them, we wanted to know what #MotherCulture means to them,” says Julie Smolyansky, CEO of Lifeway Foods, mother of two, and the face of the #MotherCulture campaign.
From parenting stories and photos, to recipes and other contributions, the #MotherCulture print ad campaign prompted Lifeway fans to share their experiences on Twitter, Facebook, and Pinterest.
To ensure our email efforts achieved a cohesive look and feel with the print ads, we drew from the elements of the ads when creating the email. By drawing from the colors and typography of the print ads and using images of Smolyansky and her two daughters, we created an announcement that further strengthened the #MotherCulture campaign.
Because the main objectives of the email were to introduce the campaign and encourage moms to share their #MotherCulture stories on the Lifeway blog, or on Twitter, Facebook, and Pinterest using the #MotherCulture hashtag, we made sure to include easily clickable buttons to the Lifeway blog and each social media account.
The email went out in conjunction with the print ads, which ran in magazine publications like People, InStyle, Health, Shape, and American Baby.
The email announcement achieved a high level of engagement:
In total, more than 100,000 emails were sent to Lifeway subscribers a few days prior to Mother’s Day. With a near 10% open rate, we were happy that the print campaign would kick off successfully. As the campaign continued, subscribers forwarded the email nearly 400 times.
Engagement with the #MotherCulture hashtag has increased over time. There were nearly 250 uses of the #MotherCulture hashtag across Twitter, Facebook, and Instagram (which was another social media platform used by Lifeway), with Instagram having the highest engagement by far. There were also a significant amount of blog posts written that were a direct reflection of the introduction of the #MotherCulture campaign.
Moms continue to share their stories.
Share what #MotherCulture means to you with Lifeway’s friends and fans today!
2. Share your story, images, recipes, or answer the three questions below:
b. What are some fun food traditions you have with your kids?
c. What is something your mom did for you as a kid to make you feel special?
3. Use the #MotherCulture hashtag in your post
We’re determined to create a better place for kids to grow up. Let’s start a conversation with some recognition for the moms who helped us get here, as well as the moms who are working for a better tomorrow.