How Medela and Ogilvy used Instagram to support new moms

An influencer campaign built an online support group for mothers seeking to breastfeed beyond the common three-week threshold. The award-winning team recounts its success.

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Medela and Ogilvy had a specific objective for their message: to help new moms keep breastfeeding for 22 days.

Although most mothers (80%) want to breastfeed, one in four don’t make in past the first 21 days, according to research from the national Centers for Disease Control and Prevention. Hence, the 22-day benchmark. 

Medela and Ogilvy knew they could help with a targeted influencer campaign.

“We know that for many moms, breastfeeding can be an unpredictable and unique journey,” say Kim Aasen, senior director of marketing at Medela LLC, and Monique LaRocque, U.S. account lead at Ogilvy. “Medela, together with Ogilvy, set out to prove that, with the right support, all moms deserve the opportunity to overcome unexpected breastfeeding hurdles and make it to day 22 of breastfeeding.”

The campaign followed two moms, Caroline and MJ, and hoped to generate a discussion and community of support on social media channels.

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