Vlam Case study MAMAMOVES by Duval Guillaume Modem Antwerp

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Industry Milk
Media Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Director Miech Rolly
Art Director Eva De Jonckheere
Copywriter Catheline Leroy
Producer Miech Rolly
Production The Movie Lot
Released April 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: MILK
Date of First Appearance: Apr 29 2011
Creative Directors: Katrien Bottez/Peter Ampe (Duval Guillaume Brussels)
Copywriter: Catheline Leroy (Duval Guillaume Brussels)
Art Director: Eva De Jonckheere (Duval Guillaume Brussels)
Account Director: Greet Wachters (Duval Guillaume Brussels)
Account Manager: Jan De Wulf (Duval Guillaume Brussels)
Agency TV Producer: Charlotte Mathias (Duval Guillaume Brussels)
Production Company: The Movie Lot (The Movie Lot)
Producer: Miech Rolly (The Movie Lot)
Director: Miech Rolly (The Movie Lot)
Media placement: instruction video - DVD can be ordered through website - 29 April 2011
Media placement: print campaign - national press - 29 April 2011
Media placement: flyering - in maternities - 29 April 2011
Media placement: online platform - http://www.mamamoves.be - 29 April 2011

Describe the campaign/entry
Young women don’t drink enough milk, even though they know the risk of getting osteoporosis at a later age. How can we reach these young women? We decided to address them at a moment they are sensitive for messages about their health: this moment is right after giving birth, because then they are highly aware of their own body and health.

Describe how the campaign/entry was launched across each channel in the order of implementation
Staying in shape is about healthy food, but also about getting enough exercise. Milk wanted to help with both, so they developed Milk Mamamoves, a fitness program all young mums can do with their baby as fitness weight. Milk MamaMoves is developed with Fitclass and comprises 27 exercises that can be viewed online or ordered on DVD. You can also order a baby bodysuit with the weight of your baby printed on it.
The launch of Milk Mamamoves is supported by a national print campaign, flyering in maternity wards and an online platform.

Give some idea of how successful this campaign/entry was with both client and consumer
The aim of the campaign is to bring Milk to the forefront of young women's minds, a target audience that is normally very hard to reach, but not right after they have given birth.
Although the campaign’s objective is to slowly build the Mamamoves community long term, after launching the Mamamoves program the average number of visitors per day increased by more than 910% in the first 3 weeks. The average went from 58.26 visits/day to 530.64 visits/day.