Mediclinic’s Pregnancy campaign wanted to equip parents-to-be with the knowledge to become A+ parents. Becoming a parent requires new information and skills, similar to when you are studying or training for a new career. Through their Baby Programme and education classes, Mediclinic provides new moms and dads with the specialist knowledge they need to help them along their exciting journey. They wanted the campaign to be digital, providing an interactive space for soon-to-be parents to learn more, access information, download the baby app. and find out where they could take their free classes. Parents could also win hampers and be entered into the grand prize draw to win a year’s supply of nappies.
Lead agency The Jupiter Drawing Room, approached our team at Techsys Digital to develop a microsite that hosted interactive quizzes and educational information for new parents. Adding to the engagement, the quizzes were based around a competition mechanic where parents could win weekly prizes and gain an entry into the grand prize draw. To do this, parents had to complete all three quizzes which become available over a three week period. Banner ads and social media posts were used to drive people to the microsite.
The campaign ran for only three weeks and received a total of 13314 unique users.13066 new parents took Quiz 1 in the first week, 9374 new parents came back and took Quiz 2 in the second week, while 7239 new parents came back again and took Quiz 3 in the third and final week. In order for parents to have progressed to the next quiz they had to first complete the previous quiz, which meant that 7239 people participated constantly with the campaign from start to finish, which we are more than happy about!