THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 14th Annual Shorty Awards

Breastfeeding Bootcamp by Ovia Health

Entered in Pharma & Healthcare

About this entry

Ovia Health is a digital health platform that supports and empowers families throughout the entire reproductive journey, from fertility to pregnancy and parenting, by providing educational content and resources that are evidence-based and scientifically backed. Ovia Health has served more than 17 million family journeys since 2012 and is on a mission to make a happy, healthy family possible for everyone. 

Nourishing, comforting and feeding a child all from the power of the human body is no easy feat. In many cases it is uncharted territory and can certainly come with its own set of challenges and unknowns. Breastfeeding continues to be some of Ovia Health’s most popular and requested information from the active and engaged Ovia community. To support the desire for more resources, Ovia created Breastfeeding Bootcamp, an educational content series of videos, articles and tools for moms-to-be, new moms and veteran breastfeeding moms. The goal of Breastfeeding Bootcamp is to provide easily accessible, educational and clinically validated support when a mom may need it most.

Why does this entry deserve to win?

Breastfeeding Bootcamp by Ovia Health includes short form videos and supplemental articles all held within a comprehensive hub that is accessible through the Ovia Pregnancy and Parenting mobile apps as well promoted and driven to via social media and email.  Topics range from how to prepare and get started, to overcoming challenges, as well as taking care of the physical and mental health of the breastfeeding mother. 

Featured in the videos and a key component in the content development of Breastfeeding Bootcamp are Ovia Health experts which include lactation consultants and labor & delivery nurses who have firsthand, professional experience helping moms with their breastfeeding journeys. Not only that, many of the Ovia Health experts who were instrumental in creating the Breastfeeding Bootcamp content are actual breastfeeding moms to offer real and approachable advice.

Breastfeeding Bootcamp features a 9-part video series centered around specific breastfeeding themes and topics. The videos are broken down into categories which include Breastfeeding Beginnings, Pumping Prep and Overcoming Obstacles. The tone of the videos is meant to be educational yet digestible with actionable tips for the viewer. The articles within the Breastfeeding Bootcamp series are meant to supplement the videos with additional and more in depth information about a variety of topics including breastfeeding & working, baby hunger cues, how-to information and personal stories.

The promotional approach was to announce the launch of Breastfeeding Bootcamp during the first week of August 2021 which coincides with annual World Breastfeeding Week (Aug 1 - 7, 2021) and the monthlong recognition of Breastfeeding Awareness Month (annually in August). Promotions included social media, email, in-app promotions and pr amplification. Breastfeeding Bootcamp has an on-going feature in emails to Ovia users, is often highlighted on social media and the videos and articles are regularly delivered in-app to Ovia users.

Results

Video completion rate: 26% 

Article views: 230,000 

Hub visits: 40,000

Press:  Mobile Health Times feature: http://www.mobilehealthtimes.com/ovia-health-announces-launch-of-breastfeeding-bootcamp-series/

Media

Video for Breastfeeding Bootcamp by Ovia Health

Entrant Company / Organization Name

Ovia Health

Link