With the fitting PR, your area of interest might be discovered even in a saturated market. Shapee Malaysia, a nursing and maternity merchandise specialist, received the silver award for Best Use of Content at MARKETING-INTERACTIVE’s current PR Awards 2021 for the launch of its new breast pump. Working with its PR company Wofollow, Shapee was capable of create important demand inside its audience and the broader group in a three-month, four-phase marketing campaign, #PumpThisApproach.
Challenge
Shapee Malaysia noticed a want for a new sort of breast pump as altering societal and way of life components drove adjustments in breastfeeding habits and patterns. The market was saturated, nevertheless, with intense worth competitors on-line and at bodily retailers. Shapee wanted to distinguish its brand in the breast pump market in order that it could be high of thoughts with its audience, pregnant ladies and first-time moms aged between 25 to 44 who’re trendy working moms of immediately.
Strategy
The three-month #PumpThisApproach marketing campaign, from October to December 2020, was designed to extend brand consciousness and visibility whereas introducing the Shapee Lacfree Wearable Breast Pump to the market.
With Shapee’s targets to face out from the gang in thoughts, Wofollow labored with Shapee to find out the important thing messaging: that the pump has the distinctive promoting factors (USPs) of being hands-free, wi-fi and light-weight. In distinction, conventional breast pumps require some manipulation, are comparatively heavy and include lengthy tubes.
Instead of focusing instantly on the product options, Wofollow determined to go daring with advertising that mentioned the ache factors of the audience as an alternative. The product can be positioned as a handy resolution that includes three USPs, backed by a wealthy narrative that stemmed from the ache factors. This was operationalised as a marketing campaign that highlighted the challenges that working breastfeeding moms face after which launched the breast pump as the answer.
Wofollow knew that for demand technology to achieve success, particularly for brand spanking new and progressive merchandise, there needed to be sufficient useful product data delivered to focus on audiences. This led to Wofollow zeroing in on Facebook and Instagram content material for the marketing campaign. The company additionally got here up with the hashtag #PumpThisApproach, and included it throughout the board from content material to design, in the movies and different advertising supplies.
Digital media buys focusing on the goal audiences had been additionally used to maximise the attain and engagement of the content material.
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The marketing campaign adopted a full-funnel content material advertising method in 4 phases, from creating consciousness and stimulating curiosity to triggering want and inspiring motion.
1. Awareness constructing with marketing campaign movies
Shapee and Wofollow adopted a public well being technique which sought to carry consideration and alter behaviour not just for many who had been direct targets of the product, however for the broader group. The marketing campaign kicked off with three thought-provoking movies which used metaphors to focus on the issues encountered by breastfeeding moms at work.
One metaphor concerned a working mom tied to a chair in a crowded space, with everybody her as they move by. The scene conveyed how breastfeeding moms have restricted motion, and face undesirable consideration when breastfeeding in public.
A second video was a metaphor for the way breastfeeding moms could have to specific milk in bogs as a result of there isn’t any personal house at work, whereas the third video was about how moms could have to specific milk in the automobile attributable to tight work schedules.
Audiences had been then requested, “Do you continue to #PumpThisApproach?”, after which the product was launched. The movies sparked a dialogue amongst breastfeeding moms and communities, reminded them concerning the challenges that may derail another person’s breastfeeding journey and methods to beat and normalise public breastfeeding.
2. Sustaining curiosity on social media
The marketing campaign additionally leveraged Facebook and Instagram to advertise the product in addition to academic content material concerning breastfeeding proper after the marketing campaign movies had been launched. All social media posts had been timed for max attain and publicity.
Content concerning the product aimed to stimulate curiosity and encourage motion. Shapee and Wofollow outlined and highlighted every distinctive promoting level of the product, giving the audience peace of thoughts and educating moms concerning the expertise that they will count on in the product. All “product information” posts included a name to motion to buy the product on the brand’s official web site. The crew additionally launched a launch promotion to drive direct response to gross sales.
While product-related content material targeted on highlighting the advantages of the product with clear USPs, Wofollow knew it could be essential to keep away from a arduous promote method in demonstrating the brand’s experience. This was achieved by sharing significant content material on associated matters like being pregnant and parenting in addition to breastfeeding. The technique resulted in nice engagement charges and brand stickiness.
3. Amplification by means of influencer advertising
To assist set off want and encourage motion, the crew determined to have interaction key opinion leaders (KOLs) from the mum communities. These KOLs had been rigorously chosen for his or her shut alignment with Shapee’s audience, being working moms who have to breast-pump each few hours. The marketing campaign noticed the KOLs add unboxing movies, submit Instagram tales, and share critiques in addition to testimonial movies. These actions additional raised product consciousness for Shapee.
4. Community engagement
A giveaway contest wrapped up the marketing campaign and inspired a regular stream of user-generated content material on the marketing campaign message, #PumpThisApproach. Wofollow helped to show the content material in direction of celebrating the joy of welcoming a new child with the query “Are you able to #PumpThisApproach?”, whereas audiences had been invited to share a picture exhibiting what that they had ready to welcome their child. Winners had been rewarded with their very own Shapee Lacfree Wearable Breast Pump.
Result
The three-month marketing campaign noticed a clear optimistic enhance in brand consciousness throughout social media. There was improved common natural attain for the online web page through the marketing campaign interval, and triple-digit development in web page likes as audiences sought product data and discovered about breastfeeding on-line. Monthly engagement charges additionally elevated as in comparison with earlier durations.
In addition, the three marketing campaign movies created a important buzz throughout the group. There had been additionally intangible outcomes gained, reminiscent of the general public’s optimistic reactions and feedback in direction of supporting breastfeeding.
