The Pregnancy Paradox
Pure Mama
The Brief:
Become the number one pregnancy skincare product for women in Australia and New Zealand.
Movement:
We created a provocative outdoor campaign that set about testing the axiom that ‘pregnancy related issues were not accepted in the mainstream’ Spoiler alert. They weren’t.
The campaign got pulled and consequently, picked up by media outlets across Australasia, including 7 News, which sparked a movement that empowered mums and mums-to-be to have honest and raw conversations about pregnancy.
Unfair Share of Voice:
212% jump in sales across campaign period
Sold out online at MECCA Beauty
Earned media reach: 15,848,000
Earned media value: $254,000
Total reach: 17 million
Organic social page engagement jumped from 21%- 42%
Awards:
Axis Awards 2024: Finalist – Best out of home campaign.
Axis Awards 2024: Finalist – Best out of home execution.
Australian Mumbrella Awards 2024: Finalist – Best campaign on a small budget.
No. 1: Selling pools on a billboard
