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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
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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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Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.

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To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.

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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.

We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.

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

Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.

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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.

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

Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.

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THE book
OF FAYE.

We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.

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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We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.

Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.

Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.

Back to work.

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