Case Study · 360° Digital Marketing

Client

Medela

A global brand,
localised for India

Harnessing digital marketing to grow market coverage, leads and app installs for a Swiss breastfeeding and healthcare leader in its Indian market.

100,000

Unique MyMedela app installs (11 months)

14,208

Leads generated, segmented & re-engaged

+62.75%

Increase in monthly leads

Client

Medela

Industry

Breastfeeding & medical devices

Region

India

Duration

12 months+

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01The Client

A Swiss healthcare leader, since 1961.

Medela, based in the canton of Zug, Switzerland, was founded in 1961 by Olle Larsson and is today managed by his son Michael Larsson. With two divisions spanning breastfeeding and healthcare, Medela is a globally trusted name. In its fifth year of operation in the Indian market, Medela India looked to harness digital marketing to increase its market coverage and engagement.

Industry

Breastfeeding & medical devices

Service focus

SEO, social, content, email, automation & ads

Region

India

02The Challenge

Scaling coverage in a maturing Indian market.

In its fifth year in India, Medela wanted to use digital marketing to increase market coverage and engagement across web and social.

Market coverage

Increasing reach and market coverage in the Indian market.

Lead generation

Lifting qualified leads across Medela India web properties.

Engagement

Growing service queries and engagement across social channels.

App adoption

Driving installs and adoption of the MyMedela app.

03Our Approach

An integrated, 360-degree framework.

The Brand Bee created an integrated 360-degree digital marketing framework, combining persona-led targeting, journey mapping, community and mar-tech across corporate and local levels.

Personas & journeys

Established detailed user personas and segmented audiences to sharpen targeting.
Built an integrated buyer's-journey framework with communication pillars to position the brand.

Mar-tech & coverage

Engagement at scale via enhanced mar-tech, managing both corporate and local levels.
Increased brand coverage and retention through an upward growth trend over 14 months.
Ran blended ad campaigns across Facebook, Instagram, Google Search & Display and Taboola.

Community & remarketing

Community management via Facebook forum participation to grow engagement and positive sentiment.
Remarketing campaigns to lift quarterly sales of breastfeeding products.
Targeted publisher inventory and remarketing to drive MyMedela app installs.

Capabilities enabled

Social media marketingSearch engine optimizationContent marketingE-mail marketingMarketing automationAds - Facebook, Instagram, Google & Taboola

◆The Work

The creative that carried it.

A look at the work The Brand Bee produced for Medela.

Social

Social that earns attention. Scroll-stopping creative made for the feed.

Content

Content that does the work. Crafted to inform, engage and rank.

SEO

Found, not just seen. Search visibility through technical and content SEO.

04Results

Traffic, leads and installs, all climbing.

A blended organic-and-paid approach moved every core metric across web, social and app.

Unique MyMedela app installs in 11 months

Leads generated, segmented and re-engaged in 12 months

+39%

Web traffic via organic search, QoQ

39% increase in web traffic through organic search on a quarter-on-quarter basis.
62.75% increase in monthly leads on Medela India web properties via blended ad campaigns.
59% increase in service queries on Medela India's social channels.
Remarketing campaigns generated over a 32% increase in quarterly sales of breastfeeding products.
A combined 14,208 leads generated, segmented and re-engaged over an active 12-month period.
Consistent TOPR across all Adwords campaigns, with a 51%+ benchmark maintained.
1,00,000 unique app installs on MyMedela in 11 months via targeted inventory and remarketing.

05The Outcome

A localised engine, built to scale.

With an integrated 360-degree framework spanning SEO, social, content, automation and blended ad campaigns, The Brand Bee helped Medela India grow traffic, leads, service queries and app installs - localising a global brand for sustained Indian-market growth.

Deeptanshu Bansal

Founder & CEO, The Brand Bee

Towards Better

A global brand,
localised for India

A Swiss healthcare leader, since 1961.