Medela were struggling to gain traction against the formula milk market and needed to identify a differentiated content strategy that could break through.
We ran an in-depth process to identify the competitiveness of the content market and advised of a differentiated content strategy that would break-through against the competition in specific areas of under supplied content online.
The findings identified the competitive landscape and we outlined a content strategy re-evaluation to compete for key terms. It also led to instances of product development and marketing focus where products were promoted based upon the comfort of the Medela products against the competition – an area where there was much online discussion.
AT A GLANCE