Telstra needed to reconnect with Australian mums not only to drive consideration but create a ground swell of positive brand association and buzz. What we uncovered through a social media investigation was an unique social insight which represented an incredible opportunity for Telstra to bring Mums and children together, making connecting fun, relevant and rewarding.Our research of on-line conversations indicated a need to overcome what we dubbed as the “OMG – Mum’s on Facebook” The strategic idea was for Telstra to give Australian Mum’s a “Digital Makeover” so they felt more confident connecting with their kids, and so that kids were less worried about Mum embarrassing them on their Facebook.

This fully integrated campaign provided real value as mums and kids taught each other through the ‘training and accreditation’ program which featured six online videos, Facebook and YouTube pages, an instructional booklet in Women’s Weekly, outdoor posters and bus wraps, as well as an extensive PR campaign. With PR and social media at its core, the campaign has gone well beyond expected outcomes representing the first example of a telco brand building of an online community of Australian mums engaged in the use of technology.

At its core, Mum 2.0 is a training and accreditation program that gives mums the skills and confidence to connect with their children via social media. It involved a myriad of communications and touch-points to reach the two target audiences including: PR, Facebook, YouTube, website, outdoor, QR codes, magazine inserts, viral videos, email, online advertising and blogger outreach.

Crucial to the success of the campaign, we led a week launch campaign which focused on a national PR campaign announcing the results of the Telstra State of the Nation report from social demographer, Mark McCrindle. The report analysed the digital attitudes and social media behaviours of Australian mums and their children. Utilising brand ambassador, comedian and tech savvy mum Wendy Harmer, an extensive media roadshow was undertaken resulting in coverage including best selling women’s magazine The Australian Women’s Weekly, Sky News, major metropolitan newspapers in every state and AAP news wires.

The campaign exceeded all campaign objectives achieving high levels of engagement and wide scale PR success:•Reaching over 13.7 million people globally.

•76 press clippings, key identified target media for our mums such as The Australian Women’s Weekly, morning talk shows, news and talkback radio nationwide. This allowed the campaign to gain traction internationally with coverage extending to the likes of USA Today.

•The campaign has been written about and reviewed in over 17 countries; including Peru, Japan, China, Russia, Italy and Thailand.

•The campaign had over 806 Facebook mentions increasing mentions from Telstra’s previous campaign by 1200%.Online community activity•A growing Facebook community of over 5,141 mothers and kids with over 56,000 page views on the Facebook fan page and 3,432 video views on Facebook•Over 12,337 tutorials viewed online •5,600 online digital make-overs completed•8,905 video views on YouTube