23 Nov 2012
Medela: Brand Awareness and Massive Visibility through Digital Campaigns
Global producer of breast pumps and post-natal supplies, Medela appointed iStrat as their digital marketing partners. Their objective in India was simple, Brand Awareness. In a market where typically a mother walks into her nearest baby store and picks a product within reach, they wanted to become the asked-for brand for post-natal supplies.
An extensive 6 month media campaign was launched to aggressively promote Medela on digital properties across India. iStrat developed, what is currently, Medela’s digital communication and launched the brand's awareness campaign on a targeted group of sites and online communities frequented by women.
The average online user is fast reaching a stage of ‘ad overload’ and it was ever more important for Medela’s campaign to focus on targeting the right group at the right time with highly effective ads.
Our strategy had us venturing into relevant digital properties like IndiaParenting and iDiva for maximized results, while also utilizing the extensive network at our disposal through the Google ad network. This carefully crafted campaign has yielded us results that have far surpassed our goals. The campaign has rewarded Medela with astounding visibility and reach among the target audience. A key indicator of the campaign’s success has also been the consumer details captured through our lead management system, resulting in a permanent database for Medela’s future marketing
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