Moms Like Me Campaign

Gannett is a leading media company in digital, mobile, broadcast and print. Their holdings include 85 newspapers (with corresponding online entities) as well as 23 TV stations nationwide. This readily available digital and video content helped them launch a social networking site created by and for the lucrative mommy market called MomsLikeMe.com. It was national in scope but locally focused and managed. For its brand launch, we positioned MomsLikeMe.com as the place to find answers, but also, as the online hub to socialize and connect with other moms who share their unique POV. The campaign consisted of print, TV, radio, online and direct mail, and featured photo-mosaics in some of the concepts which were made up of real mommy and kid avatars from its members.