Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

This moment completely justified the need for this campaign and for a community of moms who could be vulnerable with each other to offer support, education, and encouragement. - Ogilvy Team
What’s the elevator pitch for your project?

Cultural expectations around breastfeeding put a lot of pressure on new moms: public health groups and healthcare providers emphasize “breast is best,” while Instagram and mommy bloggers make the process seem natural and effortless. While many moms make the choice to breastfeed, 1 in 4 don’t make it past the first 21 days. Of the many barriers to breastfeeding, we found the most daunting are the lack of support and realistic expectations. In reality, breastfeeding is an unexpected journey for every mom. There’s no handbook, and many moms give up. We believed if moms had the right amount of support and education, they would make it to day 22 and continue to breastfeed for as long as they want.

What was the impetus for this project? What real-world challenge were you trying to solve?

Cultural expectations around breastfeeding put a lot of pressure on new moms: public health groups and healthcare providers emphasize “breast is best,” while Instagram and mommy bloggers make the process seem natural and effortless. While many moms make the choice to breastfeed, 1 in 4 don’t make it past the first 21 days. Of the many barriers to breastfeeding, we found the most daunting are the lack of support and realistic expectations. In reality, breastfeeding is an unexpected journey for every mom. There’s no handbook, and many moms give up. We believed if moms had the right amount of support and education, they would make it to day 22 and continue to breastfeed for as long as they want.

 

Did your team have a breakthrough or “a-ha” moment while formulating or executing this project?

When planning for this campaign, we understood every mother's breastfeeding journey is unique. We brought mothers together to learn from their different experiences, explore barriers to breastfeeding, and gather tips in order to be ready to support our two moms. But as each of our moms began their breastfeeding journey, and others started openly sharing their stories, it became clear we were still not prepared for all of the ups and downs, uncertainty, and challenges breastfeeding moms face during those first weeks. This moment completely justified the need for this campaign and for a community of moms who could be vulnerable with each other to offer support, education, and encouragement.

Once you settled on your idea, what was your first step in moving it forward?

We set out to find our moms. Because the campaign entirely hinged on our new moms’ abilities to share their raw, unfiltered experiences on a public forum in real-time, selecting them was crucial to our shared success. We looked for first-time moms, who were due in August for national breastfeeding month and who were willing to be the centerpiece of this experience that could potentially impact so many other new moms out there.

Was there a moment during the project where you ran into a hurdle; or faced a problem you didn’t know how to solve? Take us to this moment, what happened and what did you do next?

While we knew each mom would have their own individual barriers to breastfeeding, one of our moms, MJ, had almost every barrier one could face. After going into labor three weeks early, undergoing a challenging labor and C-section, and with her baby in the NICU, MJ's milk took longer to come in and then her supply was extremely low due to a post-birth complication. We immediately connected her with a lactation consultant and provided her a hospital-grade pump and how to best use it to help with milk production. Beyond this, we scoured resources to post real-time tips for her and stimulate conversation among other preemie moms, prompting them to share advice and messages of encouragement.

Did the real-world impact meet your expectations? Can you share an example?

We helped Carolina, MJ, and moms across the U.S. reach day 22 of breastfeeding and beyond. 30% of thousands of comments received were by moms detailing their unvarnished stories of the first weeks of breastfeeding. One noted “with my daughter I couldn’t make it past the first week. When I had my son, I saw this picture and I pushed myself to at least make it to the first 22 days! He is now 2 months old and still breastfeeding, which is a huge victory for me.” 50% of comments supported us for taking a topic previously perceived as taboo and sharing it in a public forum. Importantly, we proved there’s always a community of moms out there who can help turn a struggle into an unexpected victory.

What technologies/media did you use to develop this project (AI, Social Media, WordPress, etc.)?

Social Media (Instagram/Facebook), Trello, Illustrator, Photoshop, After Effects.

Was the tech/medium you chose crucial to conveying your message? If so, why?

Instagram—our channel of choice—was critical to the success of this effort. Our moms were providing video, diary-like content every single day of their journey—sharing the ups and downs—which we then shared in Medela's Instagram Stories, where users actively seek out this kind of unvarnished, in-the-moment content. We leveraged Instagram Stories and Highlights to house all of the moms’ raw and authentic content. Instagram Question Stickers allowed our community to provide real-time support for these moms by sharing advice and stories. Using Medela’s resources, we created an illustrated series of the tips shared on our social platforms, which helped other new moms who were following along.

How did this project defy your expectations?

Medela’s Instagram profile visits increased by 30% during the campaign period. We received a 23% total engagement rate on Medela’s owned channels—two times higher than the industry average. The average engagement rate on the two moms’ content on Instagram outperformed industry benchmarks by 2 times. 90% of all social engagements were views, which came from Instagram Stories posted as an extension of the organic posts. The metrics resulting from this campaign were extremely impressive considering the Instagram Story posts themselves were not promoted through any paid channels. In the four-month campaign period, we developed and published over 800+ pieces of content on Instagram, receiving over 10 million social media impressions and 1.3 million engagements. That meant 1 in every 4 moms who saw the #22Victories campaign engaged with it.

How will you use technology in future work to create inspiring, cutting-edge projects that also make a difference in people’s lives?

Social media is vital to connecting people with shared experiences across the United States. Every health and wellness campaign we develop factors in robust and purposeful digital strategies, with original content just for each digital channel. We continue to follow social media new trends and tools to determine best ways of fostering online communities. Part of what made our #22Victories so successful was the willingness to try new features of Instagram at that time (Stories and Stickers).

About the Culture & Lifestyle category

Social media content created by or executed on behalf of an organization, publication, or institution dedicated to culture and lifestyle, including the arts, architecture and design, culinary culture, relationships, popular and Internet culture, etc. Entries in this category include content series, franchises, and campaigns created for social. Platform agnostic.