Philips Avent accompanies parents and their children on their first “steps” into life and supports the journey from newborn to child with its products. Kontx’s task was to conduct a product test for the launch of the new electric breast pump.
This test is to gather opinions on the breast pump and provide a basis for the communicative measures in the follow-up.
This should reinforce Philips Avent’s positioning as the perfect companion and first choice for parents with newborns and toddlers, understanding the needs of mothers and fathers.
Who knows the needs of new parents as well as anyone ? Health professionals such as midwives or medical professionals/ practitioners, of course. They are often the first point of contact for parents in the early months after birth and give them important tips and advice. Therefore, the product test was designed and carried out in cooperation with the midwives‘ association. For the test, Kontx created an online questionnaire on the look & feel of the Philips Avent brand and sent it to the participating midwives after a test period of 4 weeks. Afterwards, the results were publicised in a 4-week cooperation with the parents’ portal swissmom.ch in various formats such as an advertorial, newsletter articles and banners.
Consulting and support function in the conception and implementation of the entire product test in cooperation with the Swiss Association of Midwives.
Design of flyers to address/ communicate with midwives regarding the product test.
Creation of an online questionnaire for the participating midwives
Evaluation of the results of the product test
Conception and implementation of the communicative measures as a follow-up to the test in cooperation with the parents’ portal swissmom.ch.
Creation of texts for the media cooperation
Activation of 32 midwives for the product test.
The results are impressive : 92% of the participants are convinced and would recommend the breast pump to others.