the brief
My Expert Midwife is a trusted UK brand founded by midwives, offering award-winning, expert-led skincare and advice to support women through every stage of pregnancy, birth, and motherhood.
In 2019, My Expert Midwife faced the dual challenge of driving sales during key retail periods, including Black Friday, Christmas, and gifting campaigns, while preparing for a pivotal high-street launch in Boots.
Additionally, the brand needed to navigate the complexities of Brexit marketing, ensuring clear communication and adaptability in a shifting regulatory landscape. This required a comprehensive digital marketing overhaul to maximise impact across all customer touchpoints, including their online store, paid advertising channels, and social media platforms.
OUR APPROACH
PPC and Social Media Advertising
We designed and executed precision-targeted campaigns across Facebook and Google Ads, using audience segmentation and high-performing keywords to drive conversions. Real-time optimisation maximised returns during Black Friday, Christmas, and gifting campaigns.
Landing Pages
Custom Shopify landing pages were created to complement ad campaigns, providing a seamless user experience with engaging designs and clear calls to action that boosted engagement and sales.
Visual Assets
We developed high-quality, brand-aligned visual assets, including product photography, animations, and videos, to enhance ad performance and elevate the brand’s presence across all digital channels.
Product Development Strategy
We worked closely with My Expert Midwife to design a 3-year product development pipeline, using insights from campaigns and customer feedback to create a forward-thinking approach. This ensured new products aligned with market needs and supported the brand’s commitment to providing practical and innovative solutions for their audience.
Compliance & Labelling
We guided the registration of herbal ingredients, ensuring compliance with regulatory standards while maintaining product quality and efficacy.
Our support ensured all product labelling adhered to regulatory requirements and industry best practices. By crafting clear, accurate, and transparent labels, we helped build customer trust while ensuring compliance across all markets.
THE RESULTS
- Increased ROI: Facebook Ads and Google Ads campaigns delivered a substantial return on ad spend (ROAS), exceeding client expectations during Black Friday and Christmas.
- Enhanced Brand Awareness: Precision targeting helped My Expert Midwife reach a broader audience while maintaining relevance and engagement.
- Higher Conversions: Optimised landing pages and ad creatives drove significant increases in click-through rates and sales.
