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My Expert Midwife: Campaign

How do you deliver cohesive campaigns, achieving creative pacing and audience engagement?

As part of our ongoing brand partnership, we are responsible for the graphical execution for all MEM campaigns, ensuring a cohesive, targeted approach across all consumer online, social and paid media.

WHAT WE DID

CAMPAIGN CREATION.
WEB & SOCIAL.

OUR RESULTS

22% SALES UPLIFT.

OUR RESULTS

£5MILLION+ IN
INCREASED SALES.

OUR RESULTS

6% SALES UPLIFT.

Before
Before
Before
Before
Before
Before
Dynamic content image from a design case study

Power to
the perineum.

Perineal massage is a little- known subject amongst mums-to-be and not all midwifes talk about it. A difficult subject to approach, we built a rousing campaign to raise awareness of its benefits and importance.

Before
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A collaborative client workshop uncovered the underlying feeling that “Vegan” can have many negative connotations, off-putting to a flexitarian consumer. Our brand should be celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives – this should not feel like a compromise or lack-lustre meat substitute.

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We immersed ourselves in the competitor landscape and the world of their consumer, conducting multiple stakeholder workshops in Germany to get under the skin of the brand's core values and what makes them unique. It was important to engage all departments from design to supply chain, to gain valuable insight and inspire the team with the new brand strategy.

Dynamic content image from a design case study

Honesty is a key brand value to My Expert Midwife, they don’t beat around the bush. For this campaign we harnessed this attitude in a powerful and positive way. Education was our objective, so the use of graphical arrows, animation and our conversational tone of voice, helped raise awareness around this personal and important subject, encouraging midwifes and pregnant women to tackle this taboo and hopefully have better birthing and recovery experiences.

The identity created for Faye uses the shape of speech marks within the logo to represent self-expression. Those speech marks accessorise the self-affirming tone of voice used, adding a personal touch to the brand. We strived to truly represent the real women of Faye, “the Faye sisterhood” with the photography and illustrations of natural, unedited women, celebrating diversity and individuality. This is how they wear Faye, in their own way.

Packaging design of mango sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies

Faye now represents and celebrates female confidence, quirks and contradictions. Faye jewellery is curated with real women in mind who possess both beauty and strength. The collections beautifully accentuate & accessorise the female form, inspiring confidence and real self-belief.

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By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.

Dynamic content image from a design case study
Dynamic content image from a design case study
All videos by Fresh Cut Creative freshcutcreative.co.uk
Dynamic content image from a design case study

ENERGETIC FLAVOUR.

Our explosive and dynamic photography style evokes the energy and excitementfor the brand.

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THE WORLD
OF FAYE.

As part of the transition into the new brand, we designed a comprehensive brand book. The magazine-like document was beautifully designed and contained all the crucial information required for the internal team to bring the Faye brand to life.

Dynamic content image from a design case study
Dynamic content image from a design case study
Dynamic content image from a design case study

Our animated “how to” guide has been a vital educational tool for both midwifes and mums, viewed over 28,000 times and counting.

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PUTTING THE U BACK INTO MUM.

Finding a spare 5 minutes as a new mum might seem impossible. The challenge for this campaign was to turn the attention to self-care in motherhood, coinciding with the brands third anniversary.

"OURCREATIVE. JUST GET IT!

They are really insightful and think through every angle, they get our brand, our tone of voice and personality, and understand our customers and their needs. The OurCreative. team always bring a different viewpoint, and they have been instrumental in helping My Expert Midwife bring campaign ideas to life across all platforms. They have also helped us to further develop our brand identity, helping us be fit for the future as we grow. This great team are also a lovely bunch of people and we love working with them, and consider them to be an extension of our own team."

Helen Yates, Senior Marketing Manager, My Expert Midwife

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Zest for Life

A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.

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The new brand identity has energised the category, with stronger brand ownership it continues to be a success. The design is now executed across POS in-store and the new Asda Baby Club website, providing a full 360 brand experience.

Back to work.

Dig deeper into this project with
Sara
.
Sara Pollard
sara@our-creative.com07796 457922