When March of Dimes wanted to start its imbornto® integrated cause marketing platform on the right foot, the organization hired For Momentum to help research, identify and strategically connect with corporate partners that joined them in celebrating the important role that parents play in raising healthy babies. For Momentum brokered a strategic cause alliance between March of Dimes and Mud Pie, a business-to-business (B2B) brand with a sales force that sells its unique merchandise—which includes baby and children’s’ clothing and accessories—to independent retailers and premier department stores.
Mud Pie was able to seamlessly plug in to the imbornto campaign, which takes place during the Mother’s Day and Father’s Day shopping periods each year. They benefitted from using this fully-integrated communication platform from March of Dimes that includes media, PSAs, press kits, social media messaging and tools for in-store engagement. Using the imbornto platform, Mud Pie launched a cause marketing promotion in April 2013 in which they asked their business customers and consumers to “help babies start life on the right foot” by purchasing specially marked socks. The company donated a dime from every pair of socks purchased to March of Dimes with a minimum commitment of $100,000.
Mud Pie promoted its partnership with March of Dimes on its website, in sales team trainings, at trade shows, in public relations efforts and through social media and email. They invested in a variety of B2B sales collateral and consumer marketing elements to drive sales, donations and awareness:
- 16-page catalog featuring all Mud Pie socks, the March of Dimes mission and a mission story
- Sock hang tags with the March of Dimes logo
- Sock spinner toppers with donation information
- Point of purchase display (free with minimum purchase quantity)
- Custom landing page on mud-pie.com
- Home page banners on mud-pie.com
By communicating the mutual value of the imbornto opportunity to its retail partners, Mud Pie differentiated itself from its competitors and landed new and larger sales orders. The company saw a double-digit increase in sales of socks (shipped and orders) year over year and received almost a million impressions from the campaign. Today, March of Dimes and Mud Pie are still corporate partners. Mud Pie added a new Mother’s Day jewelry campaign and extended its original dime per pair of socks promotion until the end of 2015, pledging up to $262,500 to March of Dimes.
The mission of the March of Dimes is to help more mothers have full-term pregnancies and healthy babies. From polio to prematurity, the March of Dimes researches the problems that threaten our children and focuses on finding ways to prevent them.
Mud Pie is an award-winning manufacturer of innovatively designed and affordably priced gifts for the home and hostess, for babies and toddlers, seasonal and holiday gifts and a collection of fashion and fashion accessories.
“When For Momentum came to Mud Pie with this opportunity, the synergies between Mud Pie baby socks and the March of Dimes mission with consumers and brands were instantly clear. Through our partnership, we have empowered our retailers and consumers to join us in helping every baby have healthy first steps.”– Ellen Fruchtman, Director of Public Relations, Mud Pie