To help raise awareness and drive word of mouth recommendations for the world’s largest supplier of store brand infant formula, Coyne took an insights-driven, multi-layered approach to reach both moms and the influencers of moms – pediatricians and peers. An array of experts, content creators and influencers were activated to build trust and relevance with moms by providing insightful and engaging content from safe infant formula practices to parenting hacks. Data-driven research around second-time moms and advice also resulted in parent-focused media, including, Babycenter, Parents.com, SheKnows.com, HuffPost Parents, Romper, AOL Parenting and more.
To reach the true influencers of moms, Coyne also helped Perrigo develop and execute its first ongoing, multi-channel direct-to-pediatrician content strategy to reach and engage pediatricians on- and offline. Both consumer and healthcare focused communication efforts helped position store brand infant formula as a trusted and valued brand for both moms and pediatricians.