WILLOW

What we dID

Being a mom is tough, and the pandemic made it even tougher. Nearly 1.5 million moms were missing from the workforce, and approximately 73% of moms felt like they were failing to fulfill expectations for their families.

Willow, a brand specializing in hands-free mobile breast pumps, set out to deliver what pumping moms want most: freedom. The resulting campaign titled, "Declaration of Independence," became the rallying cry that enabled moms to embrace their freedom– from being tethered to a traditional breast pump, as well as society’s archaic impressions and judgments of what a mom should be and how a mom should behave.

• Campaign Strategy

• Out-of-Home

• Social Media

• Influencer Management

• Email

• Web

We wanted to paint a completely honest picture, not just of the burdens, but also the joys of motherhood, and the strength required to endure it. Moms are superheroes—from athletes to doctors to stay-at-home moms of multiples. We hope that we can continue to celebrate motherhood: every way it looks, every way it sounds and everything that comes with it, while still allowing mothers to maintain their identities outside of it.

Sanja Komljenovic, CEO & ECD - ONA Creative

Reaching an audience of over 60 million people, we boldly and publicly gave moms permission to embrace their true selves, free of judgment.

Teyana Taylor

Dancer, Singer, Actress, Director, Designer, and Entrepreneur

LIKES: 1,087,753

COMMENTS: 40,275

FOLLOWERS: 12.4 M

Campaign Strategy

We learned from our target audience that the 'toxic-positivity' portrayed on social media often leaves many moms feeling like they can't live up to society’s standards and what is expected from them. Taking on a raw, helpful, vulnerable, and inspirational tone, we inspired and empowered moms to embrace the freedom Willow offers - through driving brand awareness, communicating through a distinct and helpful brand voice, and connecting moms by sparking meaningful conversation. 

ASHLYN HARRIS

Wife, Mom, 2x World Champion Soccer Player

LIKES: 48,781

COMMENTS: 398

FOLLOWERS: 188 K

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Our bold out-of-home manifesto garnered respect for moms by calling out the outdated treatment they still face. It also called out ‘mom truths’ that new moms know all too well. The campaign spanned 80+ locations in New York, with each board driving the prevailing takeaway that moms everywhere are divesting from narrow ideals of motherhood–declaring their independence.