I was creative and art director on this project at Ogilvy Social Labs and also oversaw production.

The Brief
SMA wanted to attract new users to the SMA Baby Club. We felt they could do this by embracing perfectly imperfect Mums, rather than the annoyingly perfect image of motherhood that usually pops up on Instagram.   

The Idea
On Mother’s Day we launched a perfectly imperfect Insta-baby book, to help parents embrace the horrors of parenthood along with the triumphs. A social campaign told Mums about the book. To receive one, Mum's simply had to sign up to the SMA Baby Club.  Mums then posted pictures using our perfectly imperfect hashtags to fill their album, which was then printed and sent out to them.

Thousands of people ordered the album and more importantly, even more signed up to the SMA Baby Club. This project is a few years old now, and clearly not what you’d do for social these days. Back then is was mire Mummy blogging as opposed to big name Mummy influencers.

You can view the Instagram film at https://www.youtube.com/shorts/v07-ns4jPAs