Are your mother targeted campaigns delivering to your ROI goals?
Our research shows that most mom-brands-campaigns remain anchored in the traditional ‘Ma’ archetype.
- 65 out of 105 Mother’s Day ads made over the past 7 years use ‘Ma’ cliches & familiar tropes
- Almost all food brands’ ads feature the cultural stereotype of ‘Ma’ and never go beyond.
Whereas content creators are hitting bullseye. Stand-up comics highlight the tensions and conflicts of modern motherhood. Mom-Influencers create layered Personas that are much more engaging than the familiar Ma stereotypes.
No wonder most brand campaigns don’t hit home on resonance and memorability, resulting in low ROI.
Introducing team leapfrog’s new culture playbook for moms.
What is a Culture Playbook?
It is not just a research study or a report…
It is not just a creative thinking workshop…
It is designed to be the best blend of both.
Marrying deep insight with creativity and co-creating solutions with the Leapfrog Team.
A culture playbook is one part cultural reading
As Team Leapfrog, we have done the cultural reading on Motherhood today. We have decoded a wide range of Media discourses on contemporary parenting:
- 150 pieces of Content created by 25 Mom-Influencers
- 24 videos created by 18 Stand-Up Comics
- Read the book on Indian Women Archetypes
- Read the OG work on Archetype theory
- Watched over 100 ads featuring mothers
- Made by 60 different brands from across 15 categories
Our insights are captured in a beautifully illustrated 95 page report, designed to be read in just 35 mins.
A culture playbook is one part solutioning
You don’t need to read your way through 95 pages to get what you need! Engage with us in multiple ways, to co-create your solution. And receive our full report as a bonus.
Take a quick look at some of the interesting insights from our cultural reading and their actionability for brands and their campaigns, right here.
Our cultural reading reveals that every Indian mother carries three inner voices:
- Ma – the revered caregiver, demanding perfection
- Mom – the contemporary parent navigating modern pressures
- Me – her authentic self, balancing ambition and identity
97% of brands fail to reach the full emotional spectrum of mothers. That’s a $500B opportunity waiting for the brands that understand the Ma-Mom-Me inner dialogue.
Ready to Lead the Ma-Mom-Me Revolution?
While your competitors are still relying on dated Ma stereotypes – your brand can stand out with cultural intelligence.
Here’s how to get started:
1. Decide your goals and the areas in which you would like to engage with Team Leapfrog:
A. Campaign Insight via Narrative Evolution Workshops in two formats:
- 3-hour online workshop for campaign insight
- 1-day face-to-face workshop for campaign insight & creative brief
- Along with a cultural diagnostic audit, that identifies the cultural blind spots in your current communication.
Transform generic Ma messaging into culturally resonant storytelling
B. Additional voice-of-consumer research with YOUR TG, in YOUR selected markets:
- Followed by a 1-day face-to-face workshop for campaign insight & creative brief
- And a customized report integrating cultural & consumer insight
Transform generic Ma messaging into culturally resonant storytelling
C. Influencer Persona Selection & Brand Personality Development
- Select Mom-Influencers for your brand with a deep understanding of your brand’s Mother Personality and its match with the Mom-Influencer’s Persona.
- Create content that resonates with the TG and builds a layered and interesting brand personality for your brand.
- We will carry out a Mom-Semiotype Audit of your brand as well as a selected set of Mom-Influencers and provide our guidance by way of an engaging workshop with your team.
Create brand resonance through Semiotype specific points of connection.
2. Get in touch with us to reach your goals:
Whatsapp us at: 9810307943
Email us at: aarushi@leapfrogstrategy.com, naheed@leapfrogstrategy.com
3. Download the 1-pager to share with your teams. Click here.