Generation Y is skeptical of advertising and they have a bit of the “me generation” in them, so when Prevea asked us to help attract new mom’s to their hospitals, we knew we couldn’t just “market” to our audience. But what would feel genuine and relevant?
We captured the emotion of childbirth — from nervousness and excitement, to simple joy and amazement — in the use of the word “wonder.” It stands for all the questions new moms have, but also the simple awe of becoming a parent. Our audience lives online. So while mass advertising was important, the online presence had to be very smart. SEO and SEM made this part of the site the most visited destination and all three hospitals saw strong increases in new deliveries.