M Booth & AssociatesCampaign
I breastfeed becauseDuration
August 1, 2010-ongoing
Until recently, the Ameda breast pump for lactating women could only be found in specialty retail stores. In August, Even Flo, owner of Ameda, launched the breast pump in Babies "R" Us stores in conjunction with World Breastfeeding Week at the beginning of August.
As part of the campaign, Ameda set out to engage women and mothers on the topic of breastfeeding and tie that discussion to the company's breast pump.Strategy
The idea was to connect women who are considering breastfeeding to other women for insight. M Booth built the "I breastfeed because" microsite so women could share stories and thoughts on the topic in one central hub.
The rationale is that women's passion about the issue of breastfeeding should result in compelling content that could be spread virally, explains M Booth SVP and director Josh Rosenberg.
"We wanted to ensure Ameda was part of that conversation and moms were also involved in that discussion," he adds.
On the microsite, women can share their thoughts on breastfeeding by tweeting, leaving a comment, or submitting a video. The microsite also has an internal feature that allows women to record and post a video through the camera on their computer or laptop. Rosenberg says it was key to make the site easy to use and ensure no one was left out.
The site's Facebook and Twitter "like" buttons help build awareness through social media networks. M Booth also reached out to the online lactation community and mommy bloggers.
"Traffic came from the outreach we did," notes Rosenberg. "It became viral." The initiative earned more than 3,500 "likes" on Facebook, 1,600-plus comments, 275 Twitter entries, and 126 videos. Fifty percent of traffic came from Facebook, while the rest came from other earned media.
In addition, 28% of the microsite's traffic spilled over to Ameda's primary commercial website.
"The key was creating a forum for women to talk," says Rosenberg. "Women were interested to see what they supported."
The microsite remains active and will be incorporated as part of a larger campaign next summer.