“The Mother Hood” video dramatizes the “Mommy Wars” that have been a continual source of parental anxiety in the US. Parents judge each other for parenting styles and decisions. In the video, we see moms and dads hurl judgments at each other, showing how hurtful this type of behavior can be.

The video starts with segregation into parenting groups like breast feeders vs. bottle-feeders, stay at home moms vs. career moms and stroller vs. baby carrier. The groups mock each other, almost like gang warfare. When the insults get heated and all of the different gangs are ready for a beat-down, one baby stroller heads down a hill with a baby inside. In the face of danger for this one baby, all the parent-gangs forget the rumble and run after the stroller in unity. When they catch it, they all breathe a sigh of relief and see in the eyes of their fellow parents, what really matters: our babies. Because no matter the differences in our parenting styles, we are all parents first.

The Mother Hood video launch was supported by a plan that surrounded and engaged moms across an assortment of paid, earned and owned channels. It was promoted on YouTube and Facebook; placed on endemic and highly contextual websites such as Cafemom.com, Parents.com, iVillage.com; positioned natively within editorial feeds for premium publishers Elle.com, People.com, MarieClaire.com and RealSimple.com. The video was also shared by paid influencers, from leading Mommy Bloggers to highly relevant Millennial Celebrities like Tia Mowry and Tiffani Thiessen.

The blogosphere exploded. Parents shared the video; it garnered 8 million views on YouTube and reached more than 48 million people. Positive attitudes toward Similac tripled, equity measures significantly outpaced the competition, and we captured 75% share of conversation for the category. We put the issue of parental judgment on the national stage. It made individual moms think about their own behavior: “Next time I…start turning my nose up at some mom who whips out a bottle of formula, like Similac, I’ll think of this video, smile and strike up a conversation instead.”