Of Modern Mums
and how to create


MAM, one of the leading brands for baby items worldwide, was facing tough competition from young instagram brands that were perceived as aesthetically superior to the trafitional family businness . However, these new brands were offering pacifiers that could lead to tooth displacement.

We had to shift the conversation from beauty to health. But usually people don’t like being educated…


So we had to be as socially native as possible. Our campaign functioned like a Trojan horse: First entertains but then hard-selling. We built the prospecting ads around the consumer culture of #MomMoments. Under this hashtag, mothers are sharing real but messy stories.

Second, everybody who saw the first creative was retarged by a set of more educational ads ec planning the benefits of MAM soothers on a baby’s health.


The campaign did not only put a smile on our client’s face but als on the face of many healthy babies. The MAM stories outperformed the average as account results by far. 100%longer vireo average play time and 50% higher outbound CTR (retargeting).  Most importantly though, there cost per add to cart were 85% cheaper leading to high purchase intent  of our target audience.