Suave, a haircare brand, and Sprint, a U.S. telecommunications company, needed a powerful catalyst to engage moms online, move market share and boost awareness. From extensive research, we extracted the critical insight that the best way to connect with moms was by allowing them to express themselves without being “talked at”. We united these advertisers to give moms the social network they were craving. The core of the site – an original online comedy series created by moms, for moms, about moms. This is the first time an online series has been created from consumers’ scripts.

The online series consisted of humorous webisodes centered around motherhood, created from scripts provided by real moms. Strategic TV, online and print media placements invited moms to help create the first-ever online series for moms, by moms, by submitting stories based on their experiences of motherhood. 3,000 scripts were voted on by nearly 60,000 consumers, and the winners were brought to life by Hollywood screenwriters. Webisodes were distributed on all three screens – TV, Internet and Mobile – for moms everywhere to see. This is the first time user-generated content has been professionally produced.