Medela Australia is one of the leading breastfeeding brands in the world. They’re incredibly well known and respected in the medical industry. But their online experiences and brand wasn’t connecting with new mums. Our audit and research showed that their content and brand aesthetic was communicating an an idealised version of motherhood, so instead of feeling supported and informed, new mums were feeling even more stress.
The audit also showed that Medela was relying too much on their global brand reputation, putting them at risk of losing market share in Australia.
In response, ntegrity co-crafted a new way to communicate Medela’s voice and value. The brand was updated to show a more human and relatable experience, which especially spoke to first time Mums. The new branding was rolled out through content, website changes, and through the launch of “MyMedela App”, a breastfeeding app to help mums monitor and track their feeding schedules. They also implemented new personalised marketing automation emails to guide new mum’s through the journey of breastfeeding.
Through targeted and data-driven advertising, the strategy is already paying off.