A social media strategy, centred on Facebook and YouTube we redefined the term “Lame Parents”.

We made a community on Facebook where “ Lame Parents” could meet, share their experiences and concerns as parents. We wanted the parents to get activated and take ownership of the term “Lame Parents”, which in turn would strengthen a change of attitude in relation to their own importance as parents.

Furthermore (and to ensure a wide reach) we made a test, where parents could test how “Lame” they were, and a combined social media and PR strategy ensured unpaid media coverage in national media.

The number of parents insisting on their tweens wearing bike helmets increased by 50 per cent in six months.

Amount of users which saw content from “Lame parents” on Facebook: 4.046.840 (Organic: 1.135.994 – paid: 2.910.846)

Exposures: 8.683.555 (Organic: 2.480.470 – paid: 6.203.085)

Over 62.000 users took the “Lame Parents test on the Facebook page

Over 28.000 parents connected with “Lame Parents” on Facebook