There is possibly no greater way to ruin a woman’s day than to address her as “ma’am.” Whether they’re in their 30s, 40s, or 50s, there are few women who are prepared for the day they transition from “miss” to “ma’am.” After all, that’s what people call their mothers!
So when Chime Digital partnered with NuvoCare Health Sciences to launch two new revolutionary products—AGEOFF® Glow and AGEOFF® Instant—we immediately saw an opportunity to connect with the demo market, women between the ages of 45-55, and their interest in “saying no to ‘ma’am.’”
Our cheeky video features our typical ma’am-averse woman going about her day, getting dinged at every turn with the dreaded honorific. Finally, when she’s just about to burst, she’s introduced to AGEOFF®’s revolutionary products as the answer to turning back the hands of time. Now, thanks to the products, she’s got the tools to “say no to ma’am.” Its fun, light-hearted tone but pointed take on women’s feelings about aging make it highly shareable content.
Chime’s digital campaign included a custom landing page where consumers can learn more and social landscaping, which is a way to organically seed the video in various anti-aging influencers’ blogs and tweets. Chime staff personally reach out through different social channels to create a “virtual word of mouth.” For example, our extended team focuses on the following platforms/efforts:
- Twitter: Following and reaching out to the target demo. Sending personal messages from created or existing account(s), sharing promotional information (the video/posts) that follow the traffic-driving plan
- Email Blasts: Sending email blasts to extended target demos (we source and create the list and send the emails) and encourage them to visit the site/share information with their friends
- Facebook: Posting a trackable site link and info on similar anti-aging pages to transition potential purchasers
- Blogs/Forums: Posting content/messaging to predefined skin care blogs, post boards, etc. (e.g., https://essentialdayspa.com/forum/viewthread.php?tid=30717)
The social campaign created by Chime on Facebook and Instagram will play off the theme. Chime focusses messaging on a 50/50 split: half of the messaging will focus on “authentic” images and content that will emphasize the benefits and outcomes of the AgeOff® products and the other half will focus on the “Say NO to Ma’am” thematic.
“Ma’am” is almost universally disliked and we hope the video will be shared and start a conversation: Is ma’am simply polite or a surefire way to ruin someone’s day? Tell us what you think!
Chime Digital can create the perfect campaign for your business. Give us a call to get started now!
