In 2014, we built a loyal community for Medela that outranks Amazon, M&Ms, and Disney for brand loyalty, according to third party research.
It's one thing for a brand to simply disperse information to their audience. But what if – instead of talking at our audience – we created a platform where moms could support each other? Our objective was to create a space for new moms to learn, celebrate, and grow throughout the journey of breastfeeding and early motherhood. Medela's Facebook community is a place for moms to navigate challenges and celebrate successes – together. In this space, we purposefully deemphasized the Medela brand, but rather, connected moms with the resources, products, and encouragement they need to succeed. More importantly, we've enabled them to support each other.
Through emotional, motivational content that spoke to moms' aspirations and goals, we were able to resonate with our audience in a genuine, compelling way – strengthening brand affinity and cementing Medela as a premiere brand that understands the nuances, challenges, and triumphs of the little victories that moms accomplish every day.
WE LISTENED, AND GOT OUT OF THE WAY
The insight was that moms believed each other more than they believed brand communication in the sector. By removing ourselves from the conversation and giving moms room to consult with each other, our metrics improved along with the loyalty that moms had towards Medela. Medela's engagement on Facebook increased, post reach increased, and our social community is thriving.
UNIQUE AUDIENCE / POSITIONING:
RECOGNITION / FAN LOYALTY:
Medela has maintained strong organic reach despite decreasing organic reach for brands across Facebook.
Medela's promoted posts have generated 318,604 engagements at a cost of $0.06 per engagement. The same study from Salesforce found an average CPC of $0.36.
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