Philips Avent wanted to reach out to today’s millennial moms and help make them more informed choices without compromising. We decided to create a dialogue with our target audience – the mothers and talked about the challenges they face in their life and how they overcome them. We started with two digital films wherein we talked about the real issues that new moms face. We further translated our approach to various content formats across social media platforms that created conversations, and we got overwhelming responses from modern mothers.
The moms opened up and shared their stories of love, joy, fear and most importantly of motherhood. The campaign received over 42 million impressions, 9 million views on Facebook and Youtube, 1.5 lakh engagement on social media and 1.1 million new mothers reaching via parenting platforms. Moreover, the sales figures for the breast pumps grew by 50% and Philips Avent helped bring home the idea of breastfeeding for 6 months quite effectively.
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