Case Study

1. Integrated Blogger and Traditional
Media Campaign
Integrated Campaign
Bloggers + Traditional Media
“New Research Redefines what is ‘Normal’ in
Breastfeeding”

2. Background
• Medela are committed to promoting the benefits of breast milk
and long term breastfeeding.
• Ground-breaking research by Dr Jacqueline Kent was shared at
the Medela’s 9th International Breastfeeding and Lactation
Symposium in April.
• Her findings have dramatically altered the way health
professionals will guide mothers in future and provided a revised
understanding for breastfeeding families.
• Medela sought to educate mums about the new research whilst
also generating brand awareness.
• Kids Business recommended an integrated campaign involving
both traditional PR and bloggers for maximum reach.

3. Process
Part 1- Secure Blogger Exposure
• High profile parenting bloggers were introduced to Dr Kent’s
research at the Pregnancy, Babies and Children’s Expo in Sydney
and Brisbane
– 9 bloggers attended the Sydney morning tea
– 11 bloggers attended Brisbane morning tea
• Bloggers had the option to share posts on the research with
their audience. Each dedicated post included:
– Summary of the research in their own words, incorporating their
own personal experience making the findings easy to understand
– Medela’s key brand messages, including links to their website/
Facebook
– Medela branded iconographic of the research
Part 2- Secure traditional media exposure
• PR concentrated heavily on parenting titles (both print and
online) as current mums and mums to be were the target market.

4. Results
Blog Posts
13 dedicated blog posts
72K average monthly unique visitors
84K social media followers
Total Reach: 156K+
Media
29 pieces of media
Total Reach: 3.48M+

5. Example of Media Coverage
Berwick Leader

6. Example of Media Coverage
Mother and Baby

7. Example of Media Coverage
My Child Magazine

8. Example of Blog Coverage
Create Bake Make

9. Example of Blog Coverage
Mama Stylista

10. Example of Blog Coverage
Mummy Wife Me