Being selfish is a foreign concept to many people, especially moms, who are the most selfless people on the planet. By teaching moms to speak “Self-ish,” we hoped they were better able to care for themselves and those they love. We carried this out by building and placing a kiosk in a highly trafficked mall, and asked women if they wanted to learn this new language. We watched moms react to our “Self-ish” phrases as they realized the need to incorporate more of this language and behavior into their lives. By doing so, moms agreed that in order to be at their best for their families, some times you need to be a little “Self-ish.”

As part of the overall execution, we used real people instead of actors for talent. This gave the film a genuine look, feel and tone, which we know resonates well with our target audience, moms with children still living at home. The video was specifically targeted to moms through dark posts, with the goal of gathering consumer opinions before pushing the campaign broadly. Knowing that moms were already on this platform, we strategically exposed the film to approximately 7 million women based on specific Facebook demographics filters.

Given this was a pilot Facebook test, our communication goals were to deepen our moms’ connection with the brand and drive engagement with our target audience. We overlaid the engagement metrics with a Nielsen Brand effect study to understand perceptions of those exposed and unexposed to the video. We relied on gathering lifts in brand perception, favorability, and likelihood to recommend Quaker. Through the results, we saw significant increases in brand perception, recommendation, and favorability amongst moms. “Speak Self-ish” also saw a high number of likes and shares indicating moms were also willing to engage and pass along the content.