"We felt social media needed to be a key element of this campaign in order to reach the young women of childbearing age who are the target of our messaging," she says. "Expectant mothers tend to enjoy sharing their thoughts about the motherhood journey and social media gives them that platform. Engaging them in a medium they are already utilizing was essential for us."
Marketers posted a casting call on their Facebook page for pregnant women to feature in the TV spot and the response was "immediate and enthusiastic," Susko says.
"Many pregnant women share baby bumps online, so it was a natural choice to include it in the campaign," says Mark Shipley, cofounder and strategy director of healthcare marketing firm Smith & Jones, which created the campaign. "We wanted Ellis to participate in something women were already doing. This is a nice connection between the hospital and social trends."
The look and feel of the campaign creative was designed to celebrate all the positive aspects of pregnancy.
"Pregnancy tends to be associated with negatives, such as bloating, discomfort, and hormones, but it is a beautiful, natural process that we want to associate with joy and lightheartedness," Shipley says. "So much maternity marketing is related to the new baby, and our research has shown that women who are pregnant aren't really thinking about the baby, they're thinking about themselves. When it comes to choosing who is going to deliver their baby, they choose who is going to give them the birthing experience they want, not who is going to give them the baby they want."