Idea
In this idea we set up four couples from different stages of pregnancy from planning through to post birth where they speak about their fears and what to expect. It was a real, funny and engaging warts-and-all approach covering a range of different topics that will help arm expecting parents of what to expect.

Media approach
This approach was focused on using digital channels namely video through YouTube and Facebook using a sequential messaging approach (lead brand trailer with cut downs dealing with different topics to drive engagement). Coupled with video content, additional gifs and meme’s were used to compliment longer format content with great success.

Results
YouTube VTR of 38% compared to industry average of 15%.

Facebook completion rate of 13.57% compared to industry average of 4%.

30” videos performed as well as 15” which is not normal (shorter formats tender to achieve the best results) which shows how engaging the content was for the audience.