Procter & Gamble was looking for an episodic series to promote Charmin, Bounty, and Puffs. Making things more challenging, Charmin, Bounty, and Puffs each had their own briefs with totally different communications objectives.
So Johanna got busy writing, David got busy designing, director Suzanne Luna got busy prepping, and Danny Weinkauf from They Might Be Giants got busy composing music.
The result is “Life of Mom”, a series of twenty-four online films about parenthood, told from the perspective of Johanna, an average (though occasionally neurotic, immature and waaaay too candid) mom. The three to four-minute episodes featured Johanna’s stories and musings about parenthood that are funny, wry, relatable and (sometimes horrifyingly) true. Every episode ends with a strangely meaningful lesson — though not always one you’d expect.
ELEMENTS: Branded Webisode Series
RESULTS: Received millions of views, with over 200,000 consistent viewers. The videos gained national media attention and led to Johanna getting a book deal (See Perseus Books).