Empowering Medela Australia to become the leading local subsidiary of their global brand

As the market-leader in breastfeeding products, Medela approached us in 2015 to help shape the digital direction for their Australian arm and remain relevant to a new generation of mums
new likes in 3 months
app installs in just one month
position for app downloads in 2016 despite having the smallest team & budget

Discovering what mums want to hear to create a sustainable competitive advantage

The project began with a Digital and Brand Audit, to assess the current performance of Medela’s online channels. This discovery process  revealed that although Medela aspired to be the trusted expert for mums, their online experience was not connecting with their key audience but instead causing even more distress for mums at an already stressful time.

An idealised version of motherhood – communicated both by their content and brand aesthetic – was alienating this key market segment they should have been supporting. The Audit also found that Medela were relying too much on their strong global brand reputation. This was putting them in a weak competitive position and they were at risk of losing market share. In response, ntegrity co-crafted a defensive branding strategy with the team to maintain Medela’s territory and brand integrity.

The critical business insights uncovered by the Audit  have been so instrumental in informing the strategic direction of Medela’s digital future that they presented it at their global conference.

Launching brand new products with strong results

ntegrity spearheaded the digital launch of the new MyMedela app in Australia. The email, social media and Google marketing campaigns delivered saw Medela Australia become one of the worldwide leaders in app downloads: despite having one of the smallest teams and budgets. The unique strategic insights ntegrity provided enabled them to outperform other more highly resourced international subsidiaries.

At the Medela global conference in 2016, they presented on the success and learnings of this Australian campaign implemented with the support of ntegrity. They identified the key to factor that underpinned this success as ‘working with stronger partners – not more partners’. ntegrity is now one of only two agencies that Medela chooses to work with.

A partner for the digital transformation journey

ntegrity gave clarity to Medela’s annual planning through developing a clear digital vision with the executive teamand co-creating a new strategic plan.  Our expert strategists also facilitated the development of their soon-to-be-launched email automation strategy, mapping user journeys for expectant and new mums and aligning content to support them at key points in their journey. ntegrity continue to manage the Medela social media, Google and Social Advertising campaigns producing strong results. The new 2017 campaigns saw 2090+ likes and 1300+ app installs in just one month.

The partnership with Medela continues to strengthen as we go with them on their digital transformation journey. We are soon to kick-off a research project to establish a strategy for engaging professionals.

testimonials

Our experience with ntegrity has completely revolutionised our digital marketing strategy. We recently were asked by our Head Office to present in Germany to present at our International Marketing meeting to all of our global subsidiaries on our digital strategy as a best practise example.
- Jarrod Percy, Medela Australia's CEO
It became very clear that a fully integrated digital strategy was critical to our current and future success, hence myself and our leadership team committed to driving a proactive digital agenda and being role model leaders in it. Our team now has the required freedom, autonomy and investment required to ensure overall digital success.
- Jarrod Percy, Medela Australia's CEO
We are proud to be working with such a creative and professional digital agency. Having ntegrity become an extension of our digital/social team has allowed our online growth to be nothing short of remarkable. They are a great team to work with, always approachable and very efficient in moving from idea to outcome.
- Jarrod Percy, Medela Australia's CEO