Challenge

Tweens and teens crave independence and freedom from their parents and while parents want their children to have the freedom to explore safely, they needed reassurance their kids will be safe. So we positioned the Life360 app as a complete family safety tool that gives parents and children the ability to live life fully.

Inspiration

Puberty is known to be an awkward time for teenagers - but nobody has ever talked about it’s awkward affect on parents and their parenting style.

Idea

It happens to every parent when their kid hits a certain age.

The anxiety flashes. The worry sweats. The odd urge to check in on them when you know they’re just upstairs in their bedroom. Adolescence is a difficult time for tweens, but it’s downright insane for parents.

Introducing: Parent Puberty. Our idea shows how as kids grow up and go through changes, parents experience some weird changes of their own. It redefines this emotionally challenging stage to focus on the parent’s experience, while uncovering how to use Life360’s technology to minimize the struggle.

From a 50-page book titled “I Feel Funny”, to digital content, to online Parent Puberty help videos, and 15-second mini tutorials involving real-life parenting situations, we've created an ecosystem of content to build awareness for parents everywhere.

Growth

The campaign was a huge success, seeing over 19 million views for the first video and driving significant brand lift in top-of-mind awareness across all platforms – exceeding benchmarks by over 100% with a +5 point increase in unaided brand awareness overall, and a +10 point increase across social. Life360 wanted their brand to be known by parents everywhere as a solution to their deepest parental anxiety. So we claimed a new medical condition, named it, then let parents everywhere know how to treat it.

Life360 PP Short Version

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Awards

2022 Atlanta ADDYs Award

2022 Atlanta ADDYs Award

Branded Content, Print


Silver

2022 Atlanta ADDYs Award

2022 Atlanta ADDYs Award

Branded Content, Single More Than :60


Silver

2022 Atlanta ADDYs Award

2022 Atlanta ADDYs Award

Art Direction, Campaign


Silver

2022 Atlanta ADDYs Award

2022 Atlanta ADDYs Award

Illustration, Series


Bronze

2022 Atlanta ADDYs Award

2022 Atlanta ADDYs Award

Copywriting


Bronze

2022 Atlanta ADDYs Award

2022 Atlanta ADDYs Award

Integrated Campaign


Bronze