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Release date: 16/04/2021
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With the right PR, your niche can be found even in a saturated market. Shapee Malaysia, a nursing and maternity products specialist, won the silver award for Best Use of Content at MARKETING-INTERACTIVE‘s recent PR Awards 2021 for the launch of its new breast pump. Working with its PR agency Wofollow, Shapee was able to create significant demand within its target audience and the wider community in a three-month, four-phase campaign, #PumpThisWay.
Challenge
Shapee Malaysia saw a need for a new type of breast pump as changing societal and lifestyle factors drove changes in breastfeeding habits and patterns. The market was saturated, however, with intense price competition online and at physical retailers. Shapee needed to differentiate its brand in the breast pump market so that it would be top of mind with its target audience, pregnant women and first-time mothers aged between 25 to 44 who are modern working mothers of today.
Strategy
The three-month #PumpThisWay campaign, from October to December 2020, was designed to increase brand awareness and visibility while introducing the Shapee Lacfree Wearable Breast Pump to the market. (…)
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