A pumping PR integrated campaign kicks off Medela’s Freestyle Flex launch

Clients

5 Oct

A pumping campaign kicks off Medela’s Freestyle Flex launch

Medela has been close to my heart – literally and figuratively – since my first bub arrived over four years ago.

I’ve used the Medela breast pump for both bubs – and our house is STILL smothered with their bottles thanks to my milk-obsessed two year old.

So you can imagine my excitement when the incredible marketing team, led by marketing guru Margarita Magdalinos asked us to pitch ideas for the launch of their first-ever flexible breast-pump, the Freestyle Flex aimed to give even more freedom to breastfeeding mums.

Together with the Marketing team, to drive extensive hype and position the brand as an inclusive leader in breastfeeding support – our strategy involved kicking off Medela’s #PumpedforLife campaign – a new social media campaign aimed to get mums proudly sharing and celebrating their unique and diverse breastfeeding experiences.

We brought in three incredible, unique and absolute superstar mum brand ambassadors, Lorinska Merrington and AFLW star Erin Phillips and her wife Tracy, to champion the campaign – and lead a tribe of other incredible mum and mum-to-be influencers to spread the word.

We also conducted new research on insights from mums on the challenges of breastfeeding and breast pumping – which highlighted why #PumpedforLife and Medela’s Freestyle Flex is so important to mums.

While the launch is still in full flight, with loads more to come – we’ve been THRILLED with the first bite of the campaign.

We’ve had dozens of influencer mums sharing their breast pumping and #PumpedforLife journeys and we’ve had stellar stories including with News.com.au and Mamamia (here and here).

Stay tuned for more details to come!

PS if YOU have an amazing breastfeeding or pumping story, be a total boss mum and share it on social and tag #PumpedforLife and @Medela_au. Not only will you inspire other mums, but you’ll go in the draw to win tickets to the VIP launch with Lorinska at the Melbourne Pregnancy Birth and Baby Expo on 18 October at 9am – and possibly a new Freestyle Flex pump!