Wolf + Rabbit Entertainment chose Innovate By Day to help facilitate online conversation around their in-your-face,
female-driven CBC comedy series, Workin’ Moms, in its first two seasons.



Grow an engaged online audience for the series


Build the Workin’ Moms audience during rebroadcast of Season 1 and anticipation of Season 2


Grow the Workin’ Moms online audience across all channels in Season 2, establishing it as a “must-watch” show weekly, whether in broadcast or online

what we did


Social Media Community Management | Talent Outreach | Marketing Video Production | Original Content Creation | livestream Video Production

For the debut of Catherine Reitman’s Workin’ Moms, we worked closely with the producers to develop a voice that would represent the show and its creators to its growing fan base. We produced and executed digital content that connected with viewers across social platforms, culminating in a Facebook Live Q&A where Catherine Reitman was able to announce the Season 2 renewal. We continued the momentum during the summer rebroadcast of Season 1 while gathering content for Season 2.

For Season 2, we captured interviews, 360° images, and exclusive behind-the-scenes content to roll out in parallel with the show. We produced a Facebook Live Q&A for the season premiere, and released graphic and video content throughout the season, generating conversation with the highly-engaged and growing fan base.



An average weekly Twitter reach of 345K, with 74% audience growth during Season 1 from the time we came on board


1.7 million impressions and over 40,000 engagements across all platforms during the first season’s rebroadcast with significant audience growth (up 20%) on both Twitter and Instagram


Increased the overall social audience an average of 21.3% across all channels, including 80% growth on Instagram, with a total organic reach of 32.3 million in Season 2

examples of work

Workin' Moms Backstage Pass - Jann Arden

The Women of Workin' Moms