Client: OERB
Role: Strategist, Copywriter, Producer
Goal: Increase awareness of the positive effects of the Oklahoma oil and natural gas industry amongst the Mom demographic

The Oklahoma Energy Resources Board (OERB) is an organization that seeks to educate the public about the positive effects the oil and natural gas industry has on Oklahomans. Moms tend to be more skeptical about the industry than their male counterparts. The #MomPower campaign (which also included television and radio), was created to give nod to the amount of energy Mom spends day-to-day, and how the oil and natural gas industry is always there to silently power her along. To promote the campaign on social media, we utilized a wide variety of content:

  1. Behind-the-scenes interviews
  2. #MomRules
    • We created a series of images that Mom could relate to, making them sharable and easy-to-engage.
  3. #MomPower Photo Contest
    • We hosted a MomPower Instagram photo contest. Oklahomans uploaded a photo of a mom they know – either their own or a friend – and wrote a caption describing what makes them an awesome Mom. The OERB selected one photo as the winner, and both the Mom and the photo uploader received a free spa package. The contest garnered 60 total submissions.
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  4. Purse Pics
    • While on the #MomPower video shoot, we asked the moms to empty their purses and identify what items were made with petroleum – a product of the oil and natural gas industry. Typically, the moms were surprised to learn just how many items they use on a day-to-day basis that rely on the industry. We then laid all of these items out, photographed them and used them for photo content on social media.
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  5. Twitter Talk
    • We searched for Oklahoma moms on Twitter discussing some part of their hectic day, then quickly created a graphic specifically for them, and replied with it. In this example, @MomSpark retweeted it to her 59,000 followers, giving us a large amount of earned media.

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#MomPower Facebook promoted posts received 352,622 impressions, 4,647 clicks to the #MomPower landing page, with a 1.32% CTR, up .81% from promoted posts to the same target in 2013.

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