Our extensive audit at the beginning of the project uncovered a simple but crucial gap. The efficacy of Philips Avent breast pumps was never in doubt and the brand’s evidence-based approach had gravitas. However, for the target audience of HCPs keen to encourage mums to breastfeed, knowledge and supportive educational materials are essential.
We developed a modular campaign including professional print ads, advertorials and newsletters to build awareness and engagement with healthcare professionals. We also created a comprehensive toolkit providing educational assets including detail aids, demonstration kits, introduction to breastfeeding presenters, posters, factsheets and breastfeeding guides (both print and video). It prompted more markets to participate than in any previous campaign and provided them with a strategic platform to drive and encourage ongoing endorsement within the expert HCP community and ultimately the end consumer – mothers.
Sandra van Espen – Senior Campaign Manager, Philips Avent
Develop a communication strategy to increase awareness of the brand, notably its championing of breastfeeding education – specifically supporting midwives’ goal to encourage mums to breastfeed longer.