Unilever’s in the motherhood provides a forum where mothers can share stories about motherhood; sponsored by Unilever’s Suave, Sprint and Mindshare Entertainment.
Description of user contribution system
Traditionally, marketers focus on advertising to build a brand and awareness of it. With In the Motherhood, Unilever has focused on building a community where mothers can share stories and seek entertainment and advice.
- Mothers submit stories / ideas that drive the content for a comedy show
- Stories are translated onto a script
- Community then votes on the best entry
The best scripts are treated by Hollywood script writers and turned into web films. The films use professional directors, actors and are multi-platform series (TV, online and mobile)
- Online community support includes games, blogging, peer-to-peer conversation
The only “marketing” is a smattering of Suave logos and a section of the site where mothers can learn about Suave beauty products.
Benefits for the users
Entertainment:
- Mothers both contribute to and are entertained by the stories, scripts, and web films
Information and assistance:
- Mothers can give and seek advice on everything from vacation ideas to child rearing tips
Benefits for the creators of the system
Suave research with moms who spent time on the site confirmed that moms' purchase intent for the brand increased. Also, moms felt Suave really understood their lives.
History of the idea
What do you know about this UCS? Who started it? When did it start? Include what (if anything) you know about how it came to be. Feel free to link to articles about it if you are aware of any, or upload documents that you have permission to share. To create a link, highlight the text you want people to click on, then press the globe button above to enter the URL (web page address).
Scale
- 5.5M people have watched the show
- 3,000 people submitted episode ideas
- 60,000 votes wer received on episode ideas
- 200,000 read the submissions
More resources
Comments (1)
tim english said
at 1:23 pm on Sep 30, 2009
It seems that In The Motherhood is going to an ABC series now. The site http://itm.abc.go.com/ has no mention of Unilever or Suave. Does anyone know the details?
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