OBJECTIVES
As a growing brand in a competitive market of skincare products designed specifically to soothe pregnancy and post-pregnancy skin, Mama Mio challenged 72Point to deliver a campaign that generated mass awareness for the brand, positioning them as an authority on pregnancy related topics as well as driving traffic to the brand’s website and product sales.
The project was a category building initiative for Mama Mio which aimed to raise awareness of the struggles many pregnant women face on a daily basis, positioning the brand as an authority on pregnancy and building brand trust with target consumers.
SUMMARY
A hard-hitting video was created showing a social experiment which featured Mother Pukka founder Anna Whitehouse donning a fake pregnancy bump on a hot summer’s day and taking to the tube to see how many people would give up their seat for a heavily pregnant woman.
How we did it
To reach the target audience of expectant Mothers, a strategic awareness driving campaign was devised that focused on a topical struggle faced by the majority of the target audience, specifically the struggle pregnant commuter’s face on public transport.
THIS HIDDEN-CAMERA VIDEO FORMED THE KEY CONTENT OF THE CAMPAIGN, CREATING EMPATHY FOR PREGNANT WOMEN USING PUBLIC TRANSPORT AND EXPOSING THE REALITIES OF WHAT THEY FACE ON THEIR DAILY COMMUTE, FUELLING DEBATE AND DISCUSSION ACROSS THE BRITISH MEDIA THAT WOULD BRING THIS ISSUE TO LIGHT AND INSPIRE SOLIDARITY WITH PREGNANT WOMEN.
Sell-In
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Outreach
Our digital newswire is a daily go-to destination for publishers and editors.
Video
7We maximised exposure by harnessing the influence of key spokespeople in high-quality broadcast productions.
Results
The media story achieved over 38 pieces of tier 1 media coverage in titles such as: Metro, Daily Mirror and Daily Mail. The video received over 74,200 shares on social media with the follow links in the article facilitating a 22% boost in website traffic for Mama Mio over a 4-week period. Influencer coverage reached over 2million people, maximising campaign engagement to an estimated 1.9M views.
A social media optimised edit of the video was made too which got over 10,000 more shares. One post alone yielded 8,814 views and the video on Mama Mio’s Facebook page got 1,195 views. The project caused an unprecedented peak in Mama Mio’s potential media reach, increasing it to 297million, an increase of 151% in Q3 of 2018.
39%
Increase in overall share of voice for the brand
Positive sentiment for the brand also spiked for the first time in 2018, with all 38 pieces of coverage generated by 72Point being significantly positive for Mama Mio for raising the issue in the public space, despite the negative subject matter.
Mama Mio’s social media exposure increased by 117% in 2018, with social volume peaking during the week of the project release. The project was also instrumental in increasing Mama Mio’s share of voice to 39%, only slightly behind skincare industry leader and competitor Aveeno, placing the brand’s share of voice significantly ahead of that Palmer’s and Bio Oil.
