The campaign, which is slated to run through June, is using an array of media placements, including broadcast, cable, print magazines, shopping cart advertisements, pay-per-click, display ads, Facebook newsfeed ads, and in-stream video.
"We designed our media plan based on which outlets would allow us to target women and pregnant women specifically," Shipley says. "Display, search, and Facebook ads were our first choice because we can target very specific demos and individuals. Through TV, we are able to cherry-pick programming that appeals to women and pregnant women to reach a high viewership, and through print, we are able to choose local, specialty publications for women and new moms."
And, to bring the social media theme full-circle, marketers are asking moms-to-be to share their bumps on the Ellis Facebook page—an idea that has already resulted in positive feedback.
"This campaign has generated a lot of excitement not only from mothers-to-be, but also from our staff and doctors who have commented on how fun and sweet the creative pieces are. It's been a collective feel-good moment for those who have viewed the TV spot," Susko says. "We feel the campaign celebrates women and will resonate with potential patients because 'the bump' is symbolic of the beautiful process of childbearing that people can really relate to in a positive way."