Instabrag!
With daily posts on ‘showbook’ and ‘instabrags’ showing off perfect families – of perfectly behaved children, idyllic days out and parents being 100% in control, Fruit Bowl wanted to be brave and shine a light on the realities of parenting and that actually what we see on social media is not always the real deal.
Being a parent is tough – and seeing other parents on social media bossing it day in day out without any struggles EVER often feels plain unfair.
The
CHALLENGE
361 was tasked with normalising parenthood and to show to mums and dads across the UK that Fruit Bowl understands the realities of parenting – encouraging them to ‘make it real’.
What
we did
361 crafted a #makeitreal campaign for Fruit Bowl, calling for a fake post amnesty and celebrate the realities of parenting – warts and all.
National news shone a light on the level that parents exaggerate on social media to make it look like their lives are ‘perfect’ while influencer content told the real story of day-to-day life with kids via good humour and fun.
361 worked with @DadDownload as a hero ambassador and created a content series which ran throughout the campaign. Each reel grew and grew in reach and engagement and by the time the last one was posted, engagement peaked and the content went viral – gaining millions of views and comments from parents across Instagram and TikTok celebrating his candid take on everyday parent challenges.
The
Results
13.4bn reach – 6 x media hits, 3 x instareels with Dad influencer – the reels grew and grew in reach and engagement. By the time the last one was posted, engagement peaked and it went viral – gaining millions of views and comments from parents across Instagram and TikTok. 4m+ views, 5hrs 38 mins of viewing time
GET in
TOUCH!
We’re not just excited about what we do; we’re thrilled at the prospect of working with you.