The series consisted of humorous webisodes centred on motherhood, created from scripts provided by real moms; an idea conceived and executed by the media agency. Strategic media placements encouraged moms everywhere to help us create the first-ever online series for moms, by moms, by submitting stories based on their funny, no-holds-barred experiences of motherhood. More than 3,000 scripts were voted on by nearly 60,000 consumers, and the winners were brought to life by Hollywood screenwriters. Final webisodes, each one produced in two short weeks, starred movie actress Jenny McCarthy, popular American TV star Leah Remini and comedienne Chelsea Handler. 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 taken to the next level through professional production and celebrity talent.

Exceeded goal for Suave market share increase, a result tied directly to campaign via ROI analytics.15 million video views: larger audience than many television programs.7.4 million microsite visits.Record 159,000 downloads to Sprint mobile phones.Over $50 million in media value from PR.Suave and Sprint renewed programme.