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MARKET CONTEXT The Mother & Child Care (MCC) market in Romania is significantly influenced by demographic and socio-economic factors. In the absence of concrete governmental measures to encourage childbirth, many families feel unsupported in their decision to have children. Philips Avent leads Romania’s Mother & Child Care (MCC) market with 49% unaided awareness and 50% consumer preference. However, the declining birth rate in Romania represents a critical marketing challenge, making it harder to grow the category. INSIGHTS A research Philips study* revealed concerning insights* about mothers' experiences: • 2 out of 3 mothers (72%) have less than an hour per day for themselves • 86% feel immense pressure to be the "perfect parent." • 74% experience heightened anxiety since becoming mothers. • 2 in 5 mothers (37%) are deeply worried about their happiness and well-being. *international study conducted by OnePoll on behalf of Philips in November 2023, surveying 12,000 mothers with children aged 0-3 years and 16,000 members of the general population. #ShareTheCare – A NEW BRAND POSITIONING – A NEW ERA FOR MOTHERS, FAMILIES AND SOCIETY Inspired from the study, in March 2024, Philips Avent launched its new global brand positioning - #ShareTheCare - encouraging families, friends and society to support new mothers and expectant parents. Philips Avent provides innovative products that make it easier for everyone around the mother to support in baby care by caregiving to help parents prioritize their well-being and self-care, in the benefit of their babies. #ShareTheCare global positioning empowers mothers by highlighting their true needs and inspiring collective support for their 24/7 role. TARGET AUDIENCE CONSUMER INSIGHT: “The less I take care of myself, the less I can care for my child". AN AUDIENCE WITH INGRAINED ROUTINES, CHALLENGED BY PHILIPS AVENT Core Target: Mothers aged 25–40 with children under three, who heavily rely on digital platforms (Meta, YouTube, TikTok, parenting influencers) for guidance and support. An audience made up of mothers who have less than one hour per day for themselves, who need to become more aware of their new needs after childbirth, take care of themselves without feeling guilty and feel comfortable asking for help from those around them. Broad Target: Adults 18–55, with high reach and affinity on social media, parenting, news and lifestyle websites. According to Philips' international study, 88% of people recognize the sacrifices mothers make after childbirth, which impact their well-being and health. However, only 26% are willing to offer help and get involved. The main reason for hesitation is the fear of not knowing how to properly care for a child. Additionally, 40% believe in the misconception that mothers should handle everything on their own, from childcare to household responsibilities. BRAND CHALLENGES: • How can Philips Avent communicate the new global positioning #ShareTheCare in an engaging, emotionally impactful and relevant for Romania while maintaining an empathetic approach towards the Philips Avent target audience? • How can Philips Avent deliver a strong call to action for #ShareTheCare to a wide audience maintaining the leadership in the category while also raising awareness about society’s role in supporting mothers? MAIN GOAL: Raise awareness for #ShareTheCare by leveraging locally relevant content and the most effective media touchpoints to achieve the defined brand and business objectives. BRAND & BUSINESS OBJECTIVES: • strengthen brand preference by 1% • maintain brand image KPIs and leadership in category • increase Market Share +2pp versus last year (from 52% to 54%) • increase sales by 10% in category PAID DIGITAL MEDIA OBJECTIVES: • 2 mil. Reach (65% of Philips Avent's to be reached) with an avg. frequency of 3. • 6 mil. Impressions • 650k views (short videos and full documentary) • 30k editorials views CREATIVE STRATEGY APPROACH Strengthening #ShareTheCare with emotionally compelling, real-life storytelling content, by encouraging open conversations about the importance of shared caregiving, reinforcing Philips Avent’s commitment to supporting parents beyond just products. Focused on shifting societal perceptions of motherhood by challenging the notion that mothers must handle everything alone. MEDIA STRATEGY APPROACH: HIGH & FAST IMPACT CHANNELS Centered on driving awareness with video content at heart and media & creative synergy, with high-impact channels and audience-first approach, ensuring the message reached and resonated with the right audience at the right moment. Contextually relevant media channels, digital focused amplification and influential voices to maximize reach and engagement by driving both emotional connection and social conversations. |
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