Rather than advertise specific breastfeeding products – for which there are strict rules to navigate – we created a campaign celebrating World Breastfeeding Awareness Week. Not a hard sell, instead an opportunity to celebrate every feeding journey.
Our client needed authentic, elite influencers – with breastfeeding experience –comfortable or experienced talking about it with their audiences. We worked with Myleene Klass and Gemma Atkinson who had recently spoken about their breastfeeding experiences publicly, our campaign a natural continuation of that conversation.
In order to connect with parents and promote inclusivity, our influencers were briefed to tell the whole truth about their feeding journeys using longer-form IGTV videos. The highs, the lows and why it’s always OK to cry over spilled breast milk. In order to drive traffic and sales, each video also included a unique discount code.
The campaign’s positive sentiment – an important metric for our client – was incredible. Proving once again that content that tries to sell doesn’t – but content that tries to help, does.
The content beat every campaign KPI, from 29% engagement rate – to direct revenue. The assets drove: