J2 was required to create a campaign to communicate to mums and mums-to-be that Nurofen for Children is the best pain and fever solution for your baby.
Nurofen for Children had previously enjoyed growth; however it was apparent that it was only being used as a second choice product when Calpol wasn’t enough. However the properties of the product offered longer lasting and faster relief from fever. Research showed that mums didn’t understand the difference between paracetamol and analgesics.
We discovered through research that over two thirds of ‘word of mouth’ amongst pregnant women and new mums included brand recommendations and new and expectant mothers engaging in a third more word of mouth conversations than an average consumer. Our research also indicated that these pregnant and new mothers are information hungry and are constantly searching for information and advice by reading books and magazines or searching online. This discovery led us to the conclusion that any activity that Nurofen for Children embarked on needed to engage, guide and reassure the new and expectant mums and create trust.
The key principle that we wanted to communicate was the difference between a paracetamol pain relief product and an analgesic such as Nurofen for Children. We were aware that the mere mention of these medical terms may turn mums off and we needed to talk to them in an approachable and easy to understand way as new and expectant mums are short of time and just need the facts.
We started to realise that having your first child was a bit like going back to school with a whole new world of information, products and decisions to make. We felt the campaign needed to communicate this so the concept of Mumschool was born, to tap into the fact that this campaign was all about medicine and education we developed the strapline ‘meducation for mums’. The creative look of the campaign was soft and playful and used bright colours, we wanted to use this creative approach to move away from typical pharmaceutical product marketing and engage with mum.
A direct mail pack all about Mumschool was sent out to 50,000 new and expectant mums, containing a multiple choice questionnaire to test their meducation knowledge and an A-Z booklet of common ailments/illnesses in babies.
Mumschool.com was designed simultaneously with the DM pack, providing an online A-Z of meducation, further multiple choice quizzes where you could also challenge your friends to take the quiz, a free little squirt easy dosing syringe request and expert advice from Dr Tanya Byron. The A-Z and article sections of the website also promoted Nurofen for Children and other Reckitt Benckiser products as a treatment to ailments where relevant. This created great brand awareness not only for Nurofen for Children, but other products such as bonjela, E45, Detol and Karvol.
J2 was also responsible for the design, production and management of the Mumschool stand at the 2009 Baby Shows. The challenge was that due to medical regulations we could not sample the product at the show, but Mumschool gave Nurofen for Children the ability to be at the show and educate mums on analgesics. The stand provided lessons where mums could take a seat and relax, while increasing their meducation knowledge. There was also an opportunity for the mums to ask the Mumschool expert health professionals any questions or worries they may have had.
There was a great response to the Mumschool multiple choice test on the computers around the stand, as mums, friends and even dad’s challenged each other too get the highest score.
The Direct Mail pack drove traffic to mumschool.com resulting in registrations to the website.
In 2009 there was an excess of 77,000 visitors to the baby show, creating a huge amount of brand awareness for Mumschool and Nurofen for Children.