To raise awareness for Culturelle® Kids Probiotics, TTC created Project Playground, a nationwide program connecting the immune health benefits of probiotics with the power of outdoor play. The initiative gave schools across the country the chance to win a brand-new playground, while engaging Millennial moms in a meaningful way that built brand advocacy. A robust 360° PR and digital campaign unfolded across multiple phases—first driving entries, then rallying votes through media outreach, expert partnerships, influencer engagement, paid and organic social, and sweepstakes promotions.

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Results

• Generated 1,500 placements, including 63 broadcast segments—the strongest PR effort in Culturelle’s history

• Sweepstakes drove 156,854 visitors to the Culturelle website in one month, a 183% increase over prior promotional periods and a 345% increase in sessions per user versus non-promotional periods

• Garnered 140 million total impressions from broadcast and digital activations

• Sparked community engagement, with finalist schools rallying local support through letters, social posts, and grassroots efforts to continue building playgrounds even beyond the contest

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