Case study · Family & Children
The weeks after birth, the fourth trimester, are rarely talked about honestly. Lansinoh was launching a birth prep and recovery range and wanted to change that. We used trusted influencer voices to introduce the range and secured national coverage. The launch earned 75 pieces of coverage and lifted website traffic by 12%.
- 75 pieces of coverage
- +12% website traffic
- 10 influencer partnerships
- 500+ social engagements
- Client Lansinoh
- Sector Parenting, health
- Services Product launch, PR, influencer marketing
- Audience Expectant and new mums
- Channels National media, influencers, social media
What did Lansinoh need?
Lansinoh was launching a new range to help women prepare for birth and recover afterwards. It needed awareness of the range, and to open up honest conversations about post-birth recovery.
- Business objective: launch the birth prep and recovery range and support sales.
- Communication objective: raise awareness of the range and the fourth trimester through national media and trusted influencer voices at launch.
What was the insight?
New mums trust other mums more than brands. When someone they follow talks openly about recovery, others feel able to join in.
The idea was trusted voices first: influencers introduced the range through their own experiences, and the media followed.
What did we do?
- Ten influencer partners. Parenting influencers shared their own fourth trimester stories and introduced the range.
- National media. We pitched the range and the conversation to national and parenting titles.
- Social support. Social content encouraged mums to share their own experiences.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of media coverage | 75 | Prohibition coverage log |
| Outputs | Audience reach | 104M+ | Prohibition coverage report |
| Outputs | Influencer partnerships | 10 | Prohibition campaign reporting |
| Out-takes | Social media engagements | 500+ | Lansinoh social analytics |
| Outcomes | Website traffic | +12% | Lansinoh web analytics |
| Impact | Sales | Boost reported | Lansinoh |
What did Lansinoh get from it?
A successful launch and a more open conversation about recovery after birth. Coverage and influencer content drove a 12% uplift in website traffic, and Lansinoh reported a boost to sales.
What did we learn?
- Start with lived experience. Influencers’ own stories made the range feel relevant, not promotional.
- Pair talk with product. The conversation gave the media a reason to feature the range.
- What we would do differently. agree sales tracking by channel before launch, so the sales boost can be quantified.
