Nearly 90% of pregnant women intend to breastfeed their child, while only 50% are actually able to. The result is often frustration, guilt, and judgment (perceived or real) from other moms.

We created the “Sisterhood of Motherhood” platform for Similac. Our launch video 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 and nutrition.