Brand Engagement
Insight
Mothers rely on each other for support, especially when it comes to caring for their children.
Solution
We used our Facebook page to continue engaging with mothers that had liked our page. We launched several campaigns and created a calendar of posts that would facilitate discussion among parents and provide them with every-day tips on topics such as fever relief or teething.
Process
We gained a large following after launching a competition on Facebook for our new TV ads. We wanted to continue to engage with our audience by providing them with content that was valuable to them. We created an annual calendar of posts that would be based on current events, ask mothers to share their experience or provide them with tips of our own. Based on the success of the TV competition, we also launched a Halloween and 12 Days of Christmas photo competition, as well as Second Chance Saturday, giving a child the chance to recreate a moment they might have missed because they were sick.
Results
Our Facebook page had the largest audience of any other over-the-counter medication in the UK. We increased our engagement significantly, creating a support community for mothers while providing us with a platform to engage with and learn about our audience.
