Workin’ Moms
Season 1 & 2

Comedy – CBC

Our Client:
Wolf & Rabbit Entertainment, ULC

What We’re Doing:
Social Strategy • Digital Content Creation • Community Management • Live Event Coverage

Created by Catherine Reitman (Black-ish, It’s Always Sunny in Philadelphia), this bold and irreverent comedy looks at the polarizing and unexpected realities of the lives of a group of working moms and their partners as they adjust to life as parents.

Innovate By Day coordinated and created digital media assets for Workin’ Moms Season One. Working closely with the production and CBC Digital teams, we developed a voice to represent this one-of-a-kind, in-your-face comedy to its growing fan base. To cap the season, we produced a Facebook Live Q&A event with Catherine Reitman and cast members, during which Catherine was able to announce that Workin’ Moms would return for Season 2. The engagement and conversation surrounding the announcement during the Season Finale and Facebook Live event doubled the season average for engagement on Twitter and Facebook.

For Workin’ Moms Season 2, Innovate has been on set with Catherine and her cast throughout principal photography, capturing video, 360-degree photography and digital content for the broadcast run this Winter. We also have plans for multiple Facebook Live events as well as ongoing community management and engagement content.

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