Case study

Result

On this World breast feeding week, Philips Avent took #PartnersInBreastfeeding campaign live by bridging the gap in co-parenting and encouraing parents to be partners in every aspect of parenting. It focused on the hard hitting fact that 70% of women are challenged with daily breastfeeding woes, which is traditionally perceived as a mother’s job. Philips Avent questions the shackles of conventions and the burdens of modern day women by showcasing father to be taking care of the baby in every aspect including breastfeeding (With the help of Breast pumps). The campaign film intent was to urge fathers to step up and participate in the breastfeeding responsibility as well. The film was live across various mom communities like mom junction, Momspresso, WOOP and on social media handles like Facebook, Instagramd and Youtube by showing the perspective of co-parenting, it urged parents across the country to take #PartnersInBreastfeeding pledge by posting selfie/video with their partner and tagging the brand. This unique stance was well received and recognized from parents and garnered a reach of 27Mn + in 15 days with 1500+ Parents participation In pledge and various celebrities couples like Neha Dhupia- Angad and Smriti-Gaurav took this pledge and resonated with the idea. The campaign was covered by ET Brand Equity, Logical Indian and various men/women communities like mensxp, idiva and Popxo. The campaign had a very positive impact on the business as well, clocking 1.2X increase in Net sales for the Quarter, 1.3X run rate in the sales of breast pump and 1.5X jump on the brand search on e-commerce player like Amazon