Project Description

Australian Brand Audit and Overall Brand Strategy, Introduction to Key Media, Retail Channel Placement, Product Placement, Social Media Strategy, Bloggers & Key Influencers

The Stork® is an at-home conception aid that combines innovative technology with an established conception technique — cervical cap insemination (CCI) – to help couples who are struggling to become pregnant.

The device requires no clinic visits, no hormone injections and is cost-effective at just $129.95 RRP per use – as opposed to IVF which can cost approximately $9,000 a cycle.

Included as a medical device on the Australian Register of Therapeutic Goods, the Stork at-home conception aid is simple to use in the comfort and privacy of your own home.

Girl PR was asked to create a strategy to launch and promote The Stork into the Australian market. Our research for The Stork was based on reports provided to us by client, the brand history in the US and UK, we reviewed all PR and positioning work and the social media activity, with a particular emphasis on Bloggers/ HCP’s and media coverage to options of IVF. We investigated the position of the product in Pharmacy and the endorsement from health practitioners who could recommend the device to assist with conception.

We further created a PR and marketing campaign launch including creative, focused on key target audiences, with a deliberate strategy to focus on growing product awareness with key segments, positioning The Stork as another cost effective, non-invasive option for those looking to conceive.

Content creation formed a major part of the PR campaign to expose the media to the benefits of cervical cap insemination. We  focused on consumer engagement activity (online purchases) by targeting priority segments within its target audience.

The secondary goal of the campaign was to build a national profile to support the expansion of the retail channel into Pharmacy. The use of a key select group of brand advocates was included.