Break Through the Noise by Tim Staples

Author:Tim Staples
Language: eng
Format: epub
Publisher: HMH Books

PhotoMombing: Because Moms Are the Bomb

We pitched the idea to a prospective client who we thought the video was perfect for, but they didn’t bite. We pitched it to another, and then another, but found no takers. We couldn’t understand what was wrong. We knew we had a hit on our hands, but nobody seemed to understand it—until this small telecom company we had just started talking to lit up and jumped all over it. Cricket Wireless got it, and that was the beginning of our multi-year partnership with them.

The video paid homage to moms, but did so in an entertaining and amusing way that teenage kids would also enjoy and, more important, would share. The delivery came through a group of mothers on a mission. “Who do you think pays for those unlimited data plans, you little snot monsters,” one says, declaring it’s time for moms to act. “That’s why I am going to photo-bomb the f . . . un out of every single selfie.” After PhotoMombing their way through their kids’ soccer games and parties, the moms all come together to declare: “Talk to your mom. It’s Mother’s Day, for Cricket’s sake!”

The video struck a chord with moms and kids alike, went on to accumulate over 10 million views, and increased Cricket Wireless’s Facebook engagement by more than a factor of ten in one month.

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