When your brand caters to the niche of breastfeeding young moms, then niche marketing has to be done right. These moms consume digital media and shop in remarkably different ways compared to any other segment. Here’s how Philips Avent came up with a clutter-breaking Niche Marketing campaign for ‘World Breastfeeding Week.’ We started with a couple of films focusing on challenges faces by mothers and how they deal with it. We then reached out to lactation consultant, Mimansa Malhotra wherein she shared a few tips about breastfeeding. The campaign stirred awareness about usage of breast pump, we were successful in busting myths around breastfeeding as the campaign showed tremendous results and this niche category grew by 50%
