Prega News – A pregnancy test stick brand
Challenge – A woman would have inhibitions in engaging with/being associated to a “pee stick” brand, on social media!
The strategy – Changing the brand name on social media pages – to Celebrate Motherhood, to celebrate the overall joy that motherhood brings, which every mother or to be mother would also relate to on an emotional level and would also happily engage with/be associated to a brand in this category.
The outcome – The first Indian brand in this category to break the communication barriers and successfully engage women on social media by following an emotional approach to connect with the TG. The mothers and expectant mothers engaging effectively with the brand talking about the purest bond between a mother and child; the feelings and situations related to pregnancy and motherhood.