Connecting the leading breast pump brand with millennial moms
Medela, the leading breast pump brand, was losing relevance in a sea of generic mom-and-baby imagery that ignored the rich diversity of today’s families—the myriad variations in family structure, economics, ethnicity, parenting, career and home life.
StoneArch developed Through it all, a brand and integrated marketing campaign that features millennial families from all across the country. Their very real, often chaotic, usually inspiring and highly diverse experiences are the subject of 52 videos, dozens of digital and print ads, multiple social media posts and a dedicated website.
The campaign won two 2016 Gold MM&M Awards, for Best Branded Website for Consumers and Best Multichannel Campaign, and a 2016 Bronze Telly Award for Best Online Video.
Medela Multichannel Campaign Video Case Study
The Through it all website shares practical tips and words of encouragement from parents in video and text. In its first six months, the site tallied 29,062 visitors, 34,133 unique page views and 11,965 video views.MedelaThroughItAll.com
The campaign features 52 videos that take us deep into early parenthood with topics that are relevant to both moms and OBGYNs. In the first six months post-launch, views on Facebook and YouTube reached 1,970,841.
Print ads appeared in Women’s Health, Pregnancy & Newborn, Ser Padres, American Baby and other mass market publications.
To drive visits to the Through it all website, we produced digital ads and videos for targeted sites, including BabyCenter, The Bump and WebMD.
Travelling from the Bronx to Los Angeles, we captured more than 9,000 real-life moments in the lives of new parents.
StoneArch helped Medela take Through it all on the road to support breastfeeding moms at women-centered events. Branded pumping stations were well-used at the 3% Conference in New York City and Run 10 Feed 10 races in Chicago and NYC.