97%
of the audience that engaged with
Mamma Mia content on Facebook were women
strategy services
creative services
story of
a new life
positioning a brand as a companion, guide & mentor during the journey of life
challenge
Create a brand outreach campaign for Fortis Mamma Mia that wasn’t in your face, resonated with the target group & created a strong brand connect.
insight
Women are attached to their gynecologists and that bond is hard to replace. However, by emoting Mamma Mia’s brand proposition as part of a larger narrative on pregnancy, we could position the brand as a companion, guide & mentor during pregnancy.
execution
Mamma’s Journey, a video series traced the pregnancies of three expecting moms, following them through their highs & lows from the first trimester up until birth.
12
Episodes set and shot all over Delhi NCR take these moms-to-be to hospitals & yoga classes, scans & restaurants, shopping & ‘babymoons’.
3
The participants were recruited through a social outreach contest. They shot for 12 episodes & shared a series of video logs with the audience to keep the world in loop about their journey towards motherhood.
4
Marketing Channels:
1. Social
2. Search
3. Radio
4. Print
creative
approach
Moving away from a “doctor led” approach adopted by healthcare brands, we led with the ‘lifestyle’ approach to connect with the audience that was largely urban, educated women who were looking for a trusted partner to hand hold them through their pregnancy.
391k
The amount of time users spent on Mamma Mia
YouTube channel during the campaign.
47%
Increase in the footfalls at Mamma Mia centers during the campaign, resulting in direct impact on bottom line.
