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#MomConfessions

We launched the #MomConfessions campaign for LG Home Appliances just before Mother's Day in 2014. In addition to developing a Tumblr page where moms could submit their "confessions," or parenting hacks, we brought their confessions to the biggest stage in the world: Times Square. Through paid social and TV spot end cards, we encouraged moms to share their confessions on Twitter using #MomConfessions. From there, we curated (and moderated) submissions and displayed them on LG's digital billboard in Times Square. Moms whose confessions made the cut were tweeted back a photo of their confession in Times Square as a keepsake.