Summary
The campaign encouraged women to not view their increased weight, stretch marks and saggy skin as their weakness and celebrate their post-pregnancy bodies.
Challenge
Pregnancy is a transformative and awe-inspiring experience in a woman's life, marked by significant physical changes that are essential for nurturing and bringing a new life into the world. One of the most common challenges faced by women in their postpartum phase is the physical transformation of their abdomen. During pregnancy, the abdominal muscles and skin stretch to accommodate the expanding uterus. While the body gradually heals, for some women, this separation can persist, causing discomfort and affecting their core strength and stability. 63% of women feel negative about their bodies after their delivery. Feeling negative about one's body after childbirth is a common and deeply personal experience that many women face during the postpartum period. This phenomenon can be attributed to a combination of physical, emotional, and societal factors, each of which plays a significant role in shaping a new mother's self-perception and body image.
Objective
63% of women feel negative about their bodies after their delivery. Feeling negative about one's body after childbirth is a common and deeply personal experience that many women face during the postpartum period. This phenomenon can be attributed to a combination of physical, emotional, and societal factors, each of which plays a significant role in shaping a new mother's self-perception and body image. So on the occasion of International Women's Day 2023, Prega News came up with an initiative to encourage women and celebrate their post-pregnancy bodies through our digital campaign MarkOfStrength. The primary goal of this campaign was to empower women with the knowledge that their postpartum journey is not only normal but also a remarkable and transformative experience. We aimed to instill a sense of self-acceptance and self-love, encouraging women to embrace their bodies as they embark on this incredible healing process.
Strategy
We encouraged women to open their arms to self-acceptance and self-compassion, reminding them that their bodies are healing, not flawed. The postpartum period is a time of adjustment, both physically and emotionally, and it's perfectly normal for it to be accompanied by a range of feelings and changes. By accepting themselves and their bodies as they are, women can embark on a journey of self-discovery and self-care, nurturing not only their physical well-being but also their mental and emotional health. In essence, our campaign aimed to shift the narrative surrounding postpartum experiences from one of self-criticism to one of self-celebration. We wanted women to know that they are not alone in their journey and that there is a community of support and understanding ready to embrace them with open arms. By embracing their postpartum selves, women can inspire and empower others while basking in the beauty of the incredible journey that is motherhood.
Data
Overall, Facebook performed the best with a decent CPLC, cheapest CPTP, highest Thruplay rate, and CTR, followed by Youtube and Instagram. All platforms surpassed the targeted Thruplays, with Instagram surpassing targeted impressions and reach. Bengali performed the best with the cheapest CPLC and CPTP. Kannada performed the best with the highest Thruplay rate and CTR, followed by Hindi and Telugu. CPTP was raised from the first week to the last week, but overall CPTP was below the target. Week 3 performed well on the Youtube platform, but Week 2 performed well on Facebook and Instagram. The age group 24-34 performed the best in terms of the highest Thruplay rate and cheapest CPTP, followed by the age group 34-44. The overall top 10% performed the best in terms of the highest Thruplay rate, followed by the 11-20% group. The 21-50% group had the lowest CPV. The married audience segment had the highest video views, while the not a parent segment had the lowest CPV and highest video views. The unknown segment had the highest video view rate.
Solution
Results
On the occasion of International Women's Day 2023, Prega News came up with an initiative to encourage women and celebrate their post-pregnancy bodies through our digital campaign MarkOfStrength. The primary goal of this campaign was to empower women with the knowledge that their postpartum journey is not only normal but also a remarkable and transformative experience. We aimed to instill a sense of self-acceptance and self-love, encouraging women to embrace their bodies as they embark on this incredible healing process. In essence, our campaign aimed to shift the narrative surrounding postpartum experiences from one of self-criticism to one of self-celebration. We wanted women to know that they are not alone in their journey and that there is a community of support and understanding ready to embrace them with open arms. By embracing their postpartum selves, women can inspire and empower others while basking in the beauty of the incredible journey that is motherhood. #MarkOfStrength struck a chord with the mom community and received coverage on prominent platforms. Our social results received 49M+ engagement, 27M+ reach and 59M+ video views.
