The Strategy: More Than a Dance Party
Vigilante PR recognized that the real story wasn't simply moms going out dancing. It was about women reclaiming a piece of themselves and finding community in the process.
We developed a media relations strategy that positioned MFT at the intersection of parenting, mental health, lifestyle, entertainment and female entrepreneurship.
By tapping into larger cultural conversations around maternal burnout, self-care and the changing expectations of motherhood, we created compelling story angles for national media while building localized campaigns around MFT's expansion into new cities.
Our approach included:
National storytelling: Positioned MFT as a growing cultural movement, pitching compelling human-interest stories to major national news, lifestyle and parenting outlets.
Founder visibility: Elevated Elizabeth Wellington as a key voice in conversations about motherhood, mental health, entrepreneurship and community.
Market-by-market media relations: Targeted local television, radio and other relevant news outlets to introduce MFT to new audiences as the brand expanded.
Timely storytelling: Connected MFT's mission to relevant conversations around stress, maternal well-being, childcare challenges and the importance of community.
The Results: A Movement Worth Talking About
From national television and major lifestyle publications to local newsrooms across the country, Vigilante PR helped put Moms Feelin’ Themselves in the spotlight.
The campaign generated 45 media placements, 20.3 million estimated coverage views and a combined outlet audience of 637 million, with an average domain authority of 72.
National highlights included:
CNN: A video feature taking viewers inside the Mom Dance Party experience.
TODAY with Jenna & Sheinelle: A national television segment showcasing the growing moms-only dance party phenomenon.
PEOPLE: An exclusive feature exploring how a dance party created to relieve stress became a growing national phenomenon.
Business Insider: A first-person entrepreneurial story about building a business around dance parties for moms.
Romper: An expert-driven feature highlighting co-founder Elizabeth Wellington’s insights on postpartum mental health.
SheKnows: An immersive feature capturing the experience of attending a moms-only dance party.
Beyond national recognition, strategic local coverage in markets including Denver, San Francisco, Los Angeles, Salt Lake City and Chicago helped introduce MFT to new communities. Features and television segments appeared in outlets including NBC Bay Area, The San Francisco Standard, CBS Colorado, FOX31 Denver, Axios Chicago, FOX 32 Chicago and Colorado Public Radio.
