HOW WE TURNED THIS EVENT INTO A VIRAL SOCIAL CAMPAIGN
Challenge
The Motherhood Village, a membership community for South Florida moms, was preparing to expand into its first brick-and-mortar location—featuring a work café, dedicated play areas for children, and a wide range of programming designed for both mothers and their families. This expansion marked a major milestone in the brand’s growth, transforming the community from a digital-first experience into a physical hub for connection and support.
With their grand opening approaching, the team needed a strategic content push to introduce the new space, clearly communicate the value of their membership offerings, and drive new member sign-ups. The goal was to generate excitement, educate their existing audience, and convert increased visibility into sustained membership growth ahead of launch.
What We Did
Our goal was to position The Motherhood Village as the go-to membership community for South Florida moms seeking resources, connection, and a true sense of belonging. We leveraged their soft-grand opening as a high-impact content moment, capturing The FOMO Files to document the energy, experience, and real community members in the space.
The content captured at the event was intentionally planned to support a full launch across their social media channels. Assets included a walkthrough of the space, a founder-led mission video, and educational content highlighting membership perks and programming. Both static and video assets were strategically repurposed across social platforms, the website, and additional marketing channels—ensuring a cohesive launch that drove awareness, excitement, and membership growth.
Founder Storytelling
This storytelling-driven video served as the anchor piece for the campaign, clearly communicating the mission behind the expansion while building anticipation for what was to come. By centering the narrative on purpose and vision, the video connected emotionally with viewers and played a key role in generating excitement, clarity, and momentum leading into the launch.
The Walk Through
Nicole has always been a front-facing founder, so having her personally walk viewers through the space felt both natural and deeply engaging. This walkthrough-style video created an intimate, behind-the-scenes experience—inviting the audience into the space as if they were receiving a private tour and strengthening the personal connection between Nicole, the brand, and her community.
The Result
The launch campaign delivered exceptional visibility, engagement, and audience growth in a short timeframe. Within just 30 days, the campaign generated 75,000+ views, with 40% coming from non-followers, expanding their brand awareness. At the same time, the content deeply resonated with the existing audience—driving 1,600+ interactions and converting that momentum into 338 new followers. The campaign contributed to the brand’s highest web traffic levels to date, signaling strong audience intent and interest beyond social platforms.
