THE CLIENT
Over the last 20 years Aptamil has established itself as the leading brand for baby milk in Germany, Austria and Switzerland. Its purpose of shaping fitter futures for all babies is reflected in a strong commitment to delivering the highest quality in everything Aptamil does. Driven by research and science the brand has established itself as a trusted expert in the field of baby nutrition. We have been Aptamil’s Digital Agency of Record since 2019 and are responsible for Social Media, Campaigning, Influencer Marketing, Analytics and SEO.
THE CHALLENGE
Building a strong emotional connection with customers and new prospects is a key driver for any business especially for a market leader. We were asked to create campaigns and produce content that communicates Aptamil’s purpose while showing empathy for the situations today’s parents face. Together with the brand we decided it was time to not only display Aptamil’s superior products but also its best-in-class services.
OUR APPROACH
- After an in-depth analysis of Aptamil’s target audience, together with the brand, we decided to focus our efforts on raising awareness for a unique service Aptamil offers – 24/7 access to a team of experts in various fields of parenting, available via text or phone.
- To help parents understand this service we launched the campaign Aptacare – Immer für dich da, so wie Du für Dein Baby. The 360° campaign included various Social Media posts, Online Video and Editorial Content.
- Apart from the campaign itself, the brand has made an effort of making it easy for parents to seek advice from parenting experts. The initiative United with new parents has taken this approach even further by setting up weekly Instagram Live sessions with midwives, nutritionist, pediatricians and other specialists in which parents have the opportunity to ask any question they might have.
