Similac
Welcome to the Sisterhood of Motherhood
Nearly 90% of pregnant women intend to breastfeed their child, while only 50% are actually able. The result is often frustration, guilt, and perceived judgment from other moms.
The campaign gathered eight million YouTube views in its first weekend, which is twice the number of new moms that exist at any given time in the US. We sustained momentum through print, social, and product-focused video, giving the brand a true platform to separate itself from competitive brands that seem to focus solely on quality.
The campaign got lots of press, was shared like crazy on mom forums and mommy blogs, and garnered roughly a bazillion views on Facebook and Twitter.
We also did tons of lower-funnel advertising with the theme of acceptance and togetherness for new mothers...
