We thought we had already done everything. Then Ammeva came along and we all started to lactate.
There are projects where you like to think along and learn because you can certainly use the know-how, websites about knee joint operations, fire dampers or the correct behavior in police checkpoints. But then your client talks about lactation, breast care and the latest breast pump models and you suspect that this job is going to be very different.
A website for a unique project
The company AMMEVA produces special food for premature babies from breast milk. This is unique in Europe. We have currently designed a website that AMMEVA can use to attract milk donors, women who give up some of their breast milk. So we were dealing with a very special product and a very special target group for this order. As far as the product was concerned, our hearts opened immediately. It’s about saving the tiniest of babies – that touches even the most distant colleague.
If the target group has breastfeeding dementia
Putting ourselves in the shoes of the target group, i.e. women who want to and will breastfeed and their family environment, was a whole different ball game. Half of us had definitely never breastfed a child (the men), while the others had either done so a long time ago or were yet to do so. Suddenly, tea-time conversations revolved around leaking breasts, curd wraps, breastfeeding dementia and symptoms of a postnatal mommy hormone flash. The key questions were: What antennas do new parents have out, where are they on the media, what topics are important to them?
What we discovered: While breastfeeding used to be something very private, many women are now very open about it and pictures of breasts with pumps attached are completely normal online. This made our work easier. The longer we researched, the more interesting it became and a small basic course in biochemistry was also included.
Focused information, effective SEO – all websites benefit from this
To be on the safe side, we ended up getting advice from real young mothers. And they want exactly the same thing that applies to buyers of fire protection inspection flaps or knee patients: give me brief, focused, passionate but structured information. And don’t make me search for a long time if I have questions.
We have implemented this and also added a scoop of SEO. It always works. The proof: the agency now constantly receives advertising for breast pumps, nursing pillows and chocolate bars.
If you are curious: Click here to go to Muttermilchspende-Ammeva.de
