Building a pregnancy exercise movement.

Aptamil Active for 2

We wanted to educate mums-to-be about how exercise benefits their pregnancy, their labour and their baby. So we started a pregnancy exercise movement that reinforced Aptaclub’s position as experts in future health.

Challenge

Educate mums on the benefits of exercise during pregnancy and increase participation levels across the UK.

Insight

Much to the frustration of healthy expectant women, pregnancy can often be treated as an illness and many are encouraged to simply put their feet up.

But research shows that exercise benefits both mum and baby.

Idea

To start a movement that normalises the idea that when you become pregnant you should get ‘Active for 2’.

Cross-channel campaign launched with a hero film promoted on Facebook, Twitter and Instagram, and a programme of activity across paid media, PR and influencers.

The Active for 2 hub hosts everything mums-to-be need to get active in pregnancy.

“Prophecy were able to provide real clarity around a difficult subject in a truly inspirational and empowering way”

Aptamil

Impact

The CRM programme we provide for Danone for the Aptamil brand has helped deliver a 50% category share in a highly regulated market.

After only three months ‘Active for 2’ has delivered these initial results:

600,000 views on YouTube

54% engaged web traffic vs benchmark 45%

100% positive sentiment in social media