The digital media campaign goals are to increase sales by $6 million, raise awareness among moms of all ages, and increase future purchase intent. The target audience is mothers ages 25-65 and their children of all ages. Key influencers and digital platforms will be used, including Facebook, Instagram, bloggers, and a microsite. A spokesperson will share stories about distracted driving to promote the message that Cooper tires provide safe tires for a safe family. The media strategy will include digital ads, social media, and an incentive offer to drive purchases. Frequency and reach will increase toward the end of the campaign. The budget will allocate funds across various digital advertising channels.