D.O.M. Family:
#DOMMoms
(A Mother's Day Campaign)
D.O.M Family is a proud, multi-million-dollar company catering to parents and made up of industry experts a.k.a. Moms & Dads, giving their products a truly insightful bend.
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For the occasion of Mother’s Day, the multi-brand company wanted to launch its first internal celebration for the occasion. However, the campaign culminated into a multi-platform & audience approach.
The Insight
Not only are Moms silent warriors but every mother's journey is unique. Motherhood doesn't have a common look and the idea was to celebrate this through authentic stories vs. scripted. The objective was two-prong:
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To shine light on motherhood by hearing directly from the Moms that make up the D.O.M. Family Team, and celebrate them internally and across consumer & partner-facing platforms like Linkedin & YouTube.
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To engage a highly sensitive customer-base through their own peers – fellow Moms from the team – and showcase how the company is made up of fellow parents, thereby increasing affinity.
The Solution
A first-for-the-company 360-degree Corporate Campaign - #DOMMoms.
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The campaign internally engaged & celebrated the mothers on the company’s team with customized self-care packages, increasing employee satisfaction.
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A community blog read by customers that showcased the mothers behind the team, giving their raw and emotional take on how Motherhood changed them, creating relatability.
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A heartfelt video celebrating the #DOMMoms, a first of its kind for the company.
