Create a B2C communication line that brings Medela - an international leader in the production of medical devices and natural lactation solutions, with headquarters in Switzerland - closer to Italian mothers, strengthening brand perception and integrating the launch of a mobile media plan for a dedicated App.
Strengthening and integration of social channels (Facebook, Twitter, Instagram) as the main tool to meet the needs of the brand: the strategy designed for Medela Italy focuses on the creation of editorial content and the management of targeted social advertising campaigns that convey the values of the brand, products and Medela know-how.
The construction of a thorough and curated content strategy - so the attention to the themes of breastfeeding, motherhood and the family sphere, with a tone of voice empathetic and close to that of mothers - has rewarded the social presence of Medela, building active and loyal communities, in continuous dialogue with the brand.
Through a strategy aimed at creating engagement, Medela Italia's social media outlets offer mothers a community in which to exchange advice and communicate with the brand for questions and assistance on the use of products.
The community is animated by fixed editorial appointments, organized in formats and call to action renewed periodically to support the communication plan of the brand.
After the creation of formats for Facebook and Twitter, we took care of the opening of the official Instagram profile @medela_italia, building a customized and more visual editorial strategy for the channel, with the aim of generating awareness and bringing the brand closer to the many mothers present on the platform, also through specific actions of community management.
For the launch of the new MyMedela APP on the Italian market, we developed a mobile media plan, entirely designed for mobile devices (smartphones and tablets), including three types of campaigns: the SEM activity, aimed at generating qualified and profiled traffic according to the target (Google keyword advertising, Google display In-App and mobile site network, YouTube mobile display), a Push to Download performance campaign that includes ways to buy spaces in programmatic advertising, and the Facebook adv campaign through which - from 2016 to 2017 - more than 45k downloads of the app were obtained.