Case Study

Medela Australia

The Challenge

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.

Our Work

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.

Services Used

  • Audit
  • Digital Strategy
  • Brand Story
  • Content Creation
  • Paid Media
  • Email Automation
  • Research & Insights

Results

#1
on Apple App Store
24%
growth in Facebook Community
Nominee
2017 AMI "Social Media and Digital Marketing" Award
Jarrod Percy
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.

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
CEO
CEO

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