Fertility Family produce fertility supplements and provide information that increases chances of conceiving and delivering a baby.
Brief
To increase brand authority within the fertility supplement industry and to establish them as an expert voice in the market. The aim was to increase traffic to their website and ultimately boost sales of their supplement products.
As well as building brand awareness, this campaign sought to attract high quality natural links to further increase the authority of the Fertility Family website.
What we delivered for Fertility Family
Campaign ideation centred around identifying topical trends in the press that could be relevant to Fertility Family and their target audience. We identified that due to lockdown and Covid-19, both mental health and maintaining a healthy immune system are prevalent topics that have strong links to the client niche. This led to the creation of two press stories surrounding the impact of fertility issues on mental health, and whether the immune system can affect fertility.
To make the content even more valuable and likely to be picked up by journalists, we added further expert commentary from a medical professional. The relevance of the topics as well as the inclusion of expert insights and tips, resulted in timely content that catered to the interests of the target audience
We also leveraged journalist contacts and internal platforms to generate coverage to the brand from reactive topics, such as conversations around PCOS. By creating and promoting this reactive content alongside our other stories we gained additional coverage for the client, establishing them as experts who care about these issues and who are up to date with what’s happening in the industry.
The results
To date, our targeted campaigns have resulted in 30+ links being built to the Fertility Family priority pages from a range of industry and lifestyle press and publications, including Glamour magazine. Our reactive campaign around PCOS, which tapped into wider conversations around the brand niche, resulted in coverage from Open Access Government among others, contributing to building Fertility Family brand’s position as thought leader in the sector.
