{"id":96397,"date":"2021-04-23T14:55:53","date_gmt":"2021-04-23T13:55:53","guid":{"rendered":"https:\/\/www.72point.com\/portfolio\/dontstandforit-pr-campaign\/"},"modified":"2025-11-07T11:09:06","modified_gmt":"2025-11-07T11:09:06","slug":"dontstandforit-pr-campaign","status":"publish","type":"portfolio","link":"https:\/\/www.72point.com\/us\/portfolio\/dontstandforit-pr-campaign\/","title":{"rendered":"MAMA MIO #DONTSTANDFORIT CAMPAIGN"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;7&#8243; bottom_padding=&#8221;7&#8243; back_image=&#8221;89797&#8243; overlay_color=&#8221;color-144227&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; el_class=&#8221;pageheader&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;7&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_empty_space empty_h=&#8221;2&#8243; desktop_visibility=&#8221;yes&#8221; medium_visibility=&#8221;yes&#8221;][vc_custom_heading heading_semantic=&#8221;h1&#8243; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-445851&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;uppercase&#8221; css_animation=&#8221;curtain-words&#8221; text_align=&#8221;text-left&#8221; el_class=&#8221;pageheader&#8221;]#DONTSTANDFORIT CAMPAIGN[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-155944&#8243; text_weight=&#8221;600&#8243; text_transform=&#8221;uppercase&#8221; text_height=&#8221;fontheight-179065&#8243;]MAMA MIO [\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;6&#8243; back_color=&#8221;color-xsdn&#8221; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; expand_height=&#8221;yes&#8221; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;100&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner column_width_percent=&#8221;80&#8243; gutter_size=&#8221;3&#8243; style=&#8221;light&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;4&#8243; mobile_width=&#8221;7&#8243; width=&#8221;2\/3&#8243;][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<\/p>\n<h3>OBJECTIVES<\/h3>\n<p>As a growing brand in a competitive market of skincare products designed specifically to soothe pregnancy and post-pregnancy skin, Mama Mio challenged 72Point to deliver a campaign that generated mass awareness for the brand, positioning them as an authority on pregnancy related topics as well as driving traffic to the brand\u2019s website and product sales.<\/p>\n<p>The project was a category building initiative for Mama Mio which aimed to raise awareness of the struggles many pregnant women face on a daily basis, positioning the brand as an authority on pregnancy and building brand trust with target consumers.<\/p>\n<p>[\/vc_column_text][vc_single_image media=&#8221;89801&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;right-t-left&#8221;][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<\/p>\n<h3>SUMMARY<\/h3>\n<p>A hard-hitting video was created showing a social experiment which featured Mother Pukka founder Anna Whitehouse donning a fake pregnancy bump on a hot summer\u2019s day and taking to the tube to see how many people would give up their seat for a heavily pregnant woman.[\/vc_column_text][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<\/p>\n<h3>How we did it<\/h3>\n<p>To reach the target audience of expectant Mothers, a strategic awareness driving campaign was devised that focused on a topical struggle faced by the majority of the target audience, specifically the struggle pregnant commuter\u2019s face on public transport.[\/vc_column_text][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<iframe src=\"https:\/\/www.youtube.com\/embed\/Qxgf8is7vmg\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe>[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;90&#8243; gutter_size=&#8221;3&#8243; expand_height=&#8221;yes&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;4&#8243; mobile_width=&#8221;7&#8243; css_animation=&#8221;alpha-anim&#8221; animation_speed=&#8221;500&#8243; width=&#8221;1\/3&#8243; mobile_height=&#8221;300&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-160206&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;capitalize&#8221; text_height=&#8221;fontheight-179065&#8243; sub_lead=&#8221;yes&#8221; sub_reduced=&#8221;yes&#8221; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;200&#8243; text_align=&#8221;text-left&#8221; el_class=&#8221;bigstat&#8221; subheading=&#8221;Pieces of coverage&#8221;]<span class=\"gradient-fill-span\">38<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-160206&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;capitalize&#8221; text_height=&#8221;fontheight-179065&#8243; sub_lead=&#8221;yes&#8221; sub_reduced=&#8221;yes&#8221; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;300&#8243; text_align=&#8221;text-left&#8221; el_class=&#8221;bigstat&#8221; subheading=&#8221;Estimated coverage views&#8221;]<span class=\"gradient-fill-span\">1.9M<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-160206&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;capitalize&#8221; text_height=&#8221;fontheight-179065&#8243; sub_lead=&#8221;yes&#8221; sub_reduced=&#8221;yes&#8221; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;400&#8243; text_align=&#8221;text-left&#8221; el_class=&#8221;bigstat&#8221; subheading=&#8221;Social shares&#8221;]<span class=\"gradient-fill-span\">74.2K<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-160206&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;capitalize&#8221; text_height=&#8221;fontheight-179065&#8243; sub_lead=&#8221;yes&#8221; sub_reduced=&#8221;yes&#8221; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;500&#8243; text_align=&#8221;text-left&#8221; el_class=&#8221;bigstat&#8221; subheading=&#8221;Video views&#8221;]<span class=\"gradient-fill-span\">32,695<\/span>[\/vc_custom_heading][vc_separator sep_color=&#8221;color-jevc&#8221; el_width=&#8221;200px&#8221; el_height=&#8221;1&#8243; el_class=&#8221;divider01&#8243;][vc_empty_space empty_h=&#8221;3&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;4&#8243; top_padding=&#8221;7&#8243; bottom_padding=&#8221;7&#8243; back_image=&#8221;89801&#8243; overlay_color=&#8221;color-200149&#8243; overlay_alpha=&#8221;74&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; css_animation=&#8221;bottom-t-top&#8221; width=&#8221;1\/1&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-730984&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;uppercase&#8221; text_align=&#8221;text-left&#8221; el_class=&#8221;gradient-multiline&#8221;]THIS HIDDEN-CAMERA VIDEO FORMED THE KEY CONTENT OF THE CAMPAIGN, CREATING EMPATHY FOR PREGNANT WOMEN USING PUBLIC TRANSPORT AND EXPOSING THE REALITIES OF WHAT THEY FACE ON THEIR DAILY COMMUTE, FUELLING DEBATE AND DISCUSSION ACROSS THE BRITISH MEDIA THAT WOULD BRING THIS ISSUE TO LIGHT AND INSPIRE SOLIDARITY WITH PREGNANT WOMEN.[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;7&#8243; back_color=&#8221;color-xsdn&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<\/p>\n<h3>Sell-In<\/h3>\n<p>The quality of the content distributed via our news wire is trusted by news titles around the world.[\/vc_column_text][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<\/p>\n<h3>Outreach<\/h3>\n<p>Our digital newswire is a daily go-to destination for publishers and editors.[\/vc_column_text][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<\/p>\n<h3>Video<\/h3>\n<p>7We maximised exposure by harnessing the influence of key spokespeople in high-quality broadcast productions.[\/vc_column_text][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<\/p>\n<h3>Results<\/h3>\n<p>The media story achieved over 38 pieces of tier 1 media coverage in titles such as: Metro, Daily Mirror and Daily Mail. The video received over 74,200 shares on social media with the follow links in the article facilitating a 22% boost in website traffic for Mama Mio over a 4-week period. Influencer coverage reached over 2million people, maximising campaign engagement to an estimated 1.9M views.<\/p>\n<p>A social media optimised edit of the video was made too which got over 10,000 more shares. One post alone yielded 8,814 views and the video on Mama Mio\u2019s Facebook page got 1,195 views. The project caused an unprecedented peak in Mama Mio\u2019s potential media reach, increasing it to 297million, an increase of 151% in Q3 of 2018.[\/vc_column_text][vc_custom_heading text_color=&#8221;color-144227&#8243; heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-160206&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;uppercase&#8221; text_height=&#8221;fontheight-179065&#8243; sub_lead=&#8221;yes&#8221; sub_reduced=&#8221;yes&#8221; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243; text_align=&#8221;text-left&#8221; el_class=&#8221;bigstat&#8221; subheading=&#8221;Increase in overall share of voice for the brand&#8221;]<span class=\"gradient-fill-span\">39%<br \/>\n<\/span>[\/vc_custom_heading][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]Positive sentiment for the brand also spiked for the first time in 2018, with all 38 pieces of coverage generated by 72Point being significantly positive for Mama Mio for raising the issue in the public space, despite the negative subject matter.<\/p>\n<p>Mama Mio\u2019s social media exposure increased by 117% in 2018, with social volume peaking during the week of the project release. The project was also instrumental in increasing Mama Mio\u2019s share of voice to 39%, only slightly behind skincare industry leader and competitor Aveeno, placing the brand\u2019s share of voice significantly ahead of that Palmer\u2019s and Bio Oil.[\/vc_column_text][vc_button hover_fx=&#8221;outlined&#8221; border_width=&#8221;0&#8243; scale_mobile=&#8221;no&#8221; link=&#8221;url:http%3A%2F%2Fwww.72point.com%2Fwordpress%2Fwp-content%2Fuploads%2F2021%2F05%2FLyst-campaign-summary.pdf|target:_blank&#8221;]View Campaign Summary[\/vc_button][\/vc_column][vc_column column_width_percent=&#8221;90&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;89800&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;right-t-left&#8221;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;6&#8243; back_color=&#8221;color-lxmt&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; row_name=&#8221;ratecard&#8221;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; back_color=&#8221;color-xsdn&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; css_animation=&#8221;left-t-right&#8221; animation_speed=&#8221;500&#8243; radius=&#8221;sm&#8221; shadow=&#8221;sm&#8221; width=&#8221;1\/1&#8243;][uncode_block id=&#8221;90626&#8243; inside_column=&#8221;yes&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>MAMA MIO<\/p>\n","protected":false},"author":20,"featured_media":96398,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"content-type":"","rs_blank_template":"","rs_page_bg_color":"","slide_template_v7":"","footnotes":""},"portfolio_category":[262],"class_list":["post-96397","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_category-old"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - 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