The Stork OTC
Increase in web traffic of 2.5x with 5,000+ unique visits in 24 hours driven by one blogger
Product sold out at online retailers
Award-winning campaign for AMA Marketer of the Year and PRSA Best of Show Awards
Challenge: Today, one in six couples in the United States have difficulty conceiving, and most treatments are slow, invasive and costly. To help address the issue of infertility, Rinovum wanted to bring attention to the new over-the-counter availability of a product called The Stork OTC.
Solution: The Motherhood identified 30 moms who had experienced difficulty conceiving and could offer a personal perspective or had a special interest in writing about fertility and sharing options with their readers. We executed a three-phased blog tour that generated a collection of meaningful blog posts and created a robust dialogue about infertility.
The Motherhood also produced and hosted two one-hour Twitter chats: one to help build awareness as soon as The Stork OTC appeared on store shelves and online, and one later in the program to continue momentum.
Results: The program resulted in more than 57 million impressions from 34 blog posts and more than 8,000 social media posts. The final month of the campaign alone generated more than 5,000 unique website visits from one single blogger, with more than 16% of those visitors prompting online retailers to sell out of the devices within 24 hours.