Case Study

Back To Work

665 x 275 Medela[5]

THE CHALLENGE
Medela, a breast pump and nursing accessories manufacturer, had found that many Indian women gave up breastfeeding when they went back to work. They conducted a survey to understand the problem and found that 42% of Indian women felt they had to quit their jobs to nurse their new-born babies and 59.34% of corporates admitted to having attrition rate in their female employees post the maternity break.

THE IDEA
Based on the insight that working mothers needed specialised solutions for their unique needs, Medela launched Back To Work to demonstrate how their products can help new mothers balance work and family. Back To Work captured the breastfeeding challenges of working mothers and offered Medela's products and a community of like-minded moms as a solution. The integrated communications campaign was designed to educate mothers on using Medela's products through a mix of on-ground activities, video storytelling, blogger engagement, print and broadcast outreach and social media in an engaging and relatable way.

THE IMPACT


  • The sales of Medela's breast pumps increased by 50% in one year.

  • Delivered 200 exclusive stories in print and online media highlighting the subject of breastfeeding and getting back to work with a 99 per cent mention of Medela in key publications such as The Times of India, The Economic Times Health, Huffington Post, Hindustan Times, Deccan Herald and DNA.

  • The video was watched by over a million people on YouTube.


Awards won - 13

PRWeek Global Awards 2018

  • Best Campaign Award in the Healthcare category

  • Best Campaign Award in the Asia Pacific category



Award - E4M IPRCCA Awards 2017

  • GOLD Award in Best Use of PR by a Brand (Metro Only) category

  • GOLD Award in the Healthcare/Healthcare Providers category

  • ICCO Global Awards 2017

  • World’s Best Campaign in the Healthcare category



Global SABRE Awards 2017

  • 9th Rank Among Top 40 Campaigns


SABRE Asia-Pacific Awards 2017

  • Gold SABRE in the Indian Subcontinent category

  • Gold SABRE in the Healthcare Providers category


SABRE South Asia Awards 2017

  • Platinum SABRE for Best in Show Work

  • Gold SABRE in the Healthcare category

  • Gold SABRE in the Integrated Marketing category

  • Certificates of Excellence in the Public Education category


Fulcrum Awards 2017
Gold in the Best Use of Integrated Communications category