22 Victories – Medela
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Challenge
Medela built the breast pump category and had 60% of the market share for years. However, new brands were entering the market successfully putting the non-distinctive brand of Medela at risk.
Solution
¼ of moms don’t make it past the first 21 days of breastfeeding exclusively. We created a social-first 22-day long campaign with a goal to help moms breastfeed, sharing tips and encouragement. Our “22 Victories” campaign followed first-time moms, Carolina and MJ, sharing unfiltered hiccups, struggles and victories.
“22 Victories” connected with moms by recognizing the fact that vulnerability of motherhood is a shared experience; moms want honesty and are eager to help other moms. One in four moms who saw the campaign engaged with it through comments, likes, shares and uses of the hashtag.
The campaign reached an estimated audience of more than 90 million through traditional media, social media and blog posts.
It also generated longer term positive engagement and resulted in a 30 percent increase in visits to Medela’s Instagram, with approximately 8,000 new followers and 80,000 overall visits, between June and November 2018. The content posted throughout the campaign resulted in nearly 1.3 million engagements on Medela’s social channels.
Throughout the campaign, over 1,000 moms shared their own stories and photos using the #22Victories hashtag, broadening the campaign beyond our two influencers.
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