Case study · Family & Children
Many mums feel judged when they breastfeed in public. Lansinoh, which makes breastfeeding products, wanted to help them feel confident. We built a campaign from consumer research, asked mums to share breastfeeding selfies and partnered with a midwife for advice. Lansinoh’s website had 30,000 visits during the campaign.
- 30K website visits in the campaign period
- 25 pieces of coverage
- 5 broadcast interviews
- +9% social followers
- Client Lansinoh
- Sector Parenting, health
- Services Research, PR, social media, spokesperson
- Audience New and expectant mums
- Channels National and parenting media, broadcast, social media
What did Lansinoh need?
Lansinoh makes products that support breastfeeding mums. It wanted a campaign that tackled the stigma around feeding in public, and gave mums practical support and confidence.
- Business objective: grow awareness of Lansinoh as the brand that supports breastfeeding mums, and drive visits to its website.
- Communication objective: start a national conversation about feeding in public, and give mums advice and support through media and social.
What was the insight?
Our consumer research showed how many mums feel uncomfortable feeding in public. Seeing other mums do it, and hearing a midwife say it is normal, builds confidence.
The idea was normalising it together: real mums sharing breastfeeding selfies, backed by expert advice.
What did we do?
- Consumer research. We commissioned research into mums’ experiences of feeding in public, which gave the media a story.
- A selfie campaign. We invited mums to share breastfeeding selfies on social, showing others they were not alone.
- A midwife partner. A midwife gave practical advice and took part in five broadcast interviews.
- Media outreach. We took the research and advice to national and parenting media.
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 | 25 | Prohibition coverage log |
| Outputs | Broadcast interviews with the midwife | 5 | Prohibition coverage log |
| Out-takes | Social media engagements | 500+ | Lansinoh social analytics |
| Out-takes | Increase in social followers | +9% | Lansinoh social analytics |
| Outcomes | Website visits during the campaign period | 30,000 | Lansinoh web analytics |
What did Lansinoh get from it?
A campaign that gave mums something useful, and put Lansinoh at the centre of the conversation. The website saw 30,000 visits during the campaign and the brand grew its social following by 9%.
“They generated seven pages of coverage for us, which is the best result we’ve seen from any PR agency.”
What did we learn?
- Lead with data. Research gave journalists a reason to cover a sensitive subject.
- Use a trusted voice. A midwife made the advice credible and bookable for broadcast.
- What we would do differently. track sales and repeat visits from campaign traffic, so we can link the conversation to purchases.
