MomsRising.org Case Study
Rich Internet Application
MomsRising.org
Nonprofit
Company Overview
MomsRising.org is an online and on-the-ground grassroots organization of more than a million people who are working to achieve economic security for all families in the United States. MomsRising is working for paid family leave, flexible work options, affordable child care, and for an end to the wage and hiring discrimination which penalizes so many mothers. MomsRising also advocates for healthcare for all, toxic-free environments, and breastfeeding rights so that all children can have a healthy start. Established in 2006, MomsRising and its members are organizing and speaking out to improve public policy and to change the national dialogue on issues that are critically important to America’s families.
Business Challenge
MomsRising turned to Northridge seeking to gain exposure and grow membership to further their program work. MomsRising was impressed with Northridge’s viral video campaign work around the 2008 Presidential Election and wanted to leverage a similarly innovative video to promote their work. MomsRising planned to launch this viral video campaign in conjunction with Mother’s Day 2009.
Solution Approach
Northridge worked with MomsRising to implement the LIQUID Digital Marketing Platform™ wherein a user enters the name and email address of a favorite Mom who then receives a link to a news video with their name prominently featured and celebrated as having been named ‘Mother of the Year 2009.’ The video features celebrities, leading politicians, Moms, and even babies celebrating the recipient’s new award status. Northridge integrated the Mom of the Year video with Adobe Flash, including custom font and motion treatments for the Mother’s name throughout the video. For added entertainment throughout the customized viral video, entertaining and educational “motherhood facts” are added in the scrolling text bar under the newscast. Upon conclusion of the video, viewers have the opportunity to forward to other Moms in their address book to share the Mom of the Year award.
Results Delivered
The video, making Mom a star, was viewed over 12 million times and generated more than one million new opt-in members of the MomsRising email list in the few weeks surrounding the Mother’s Day 2009. The video continues to be regularly accessed from the MomsRising.org website and forwarded to Moms around the globe. The MomsRising.org active membership has grown to more than one million supporters as a result of the video’s popularity.
Click here to view the "Mother of the Year" video.
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