Managing digital

Philips Avent 30 Years, ТМ PHILIPS

Objective

Raise awareness of Philips Avent as a brand of innovative solutions in baby feeding and caring, and form a loyal group of consumers among the brand’s main target audience – young Ukrainian moms.

Solution

Who know what babies need better than their moms? In celebration of Philips Avent’s 30th birthday, we decided to give Ukrainian moms an opportunity to share their own product ideas for baby feeding for a chance to win valuable prizes.

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For the campaign, we created a dedicated promotional webpage as part of uaua.info – one of Ukraine’s top parenting websites. On a main page, we invited each visitor to explore an interactive history of Philips Avent’s innovation and become its part.

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Throughout the campaign, Ukrainian moms could take part in the creation of an online encyclopedia of ideas for baby feeding solutions. When uploaded, each idea became open for voting and commenting by other participants. This gave the competition a powerful social component.

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Author of the best product idea was selected by a jury and awarded a major prize of 10,000 hryvnias. Also receiving children’s products by Philips Avent were authors of the ideas collecting most of the votes and comments. Another set of prizes was given to moms who shared special badges they received for liking Philips Avent’s innovations.

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The promotion was accompanied by an extensive teaser campaign in the social media and across Ukraine’s major online platforms for parents.

 

Result

Number of ideas submitted – 389 (20% more than planned)
Number of shares in social media:
ideas – 248; badges – 348
30,244 site visits, 22,670 of which unique
Number of pageviews – 82,790
Average visit time – 2 minutes

Philips Avent 30 Years