Direct-to-consumer firm My Expert Midwife has launched a new brand platform.
The ‘Always on Call’ platform was crafted in collaboration with creative agency Syn. The agency was appointed by the brand to devise a new platform earlier this year.
As part of its new platform, the firm, which sells pre and postnatal skincare products, has unveiled a spot that showcases what pregnancy and parenthood is really like.
Rachel Costello, chief marketing officer at My Expert Midwife said: “It’s such an exciting time for us. A brand refresh, a new website, new products and packaging, and now our first-ever multi-media campaign for Always On Call.
“It’s been fantastic to bring Syn on board to develop our brand even further. Always On Call not only raises awareness but supports our mission to show consumers who we are and what we stand for, everything we create addresses a specific challenge that parents are facing”.
It features documentary-style content, which was filmed by creative communications agency Hatch.
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This comes as NHS data highlights that 74% of women feel their midwives can’t always provide the support they need.
“It’s been a pleasure kicking off our new partnership with brilliantly disruptive brand, My Expert Midwife”, says Chris Newell, co-founder and creative partner at Syn.
“Always On Call brings their new identity to life and is designed to anchor the brand’s story, showing that these carefully developed products are crafted with the same care, attention and expertise that midwives provide every day in supporting people on their journey through parenthood. Mixing realness and joy in recognition of the magic and unfiltered moments that happen along the way.
The work will roll out in two waves, the first in July and the second in September. It will run across video-on-demand, out-of-home, paid ads, web, social media, digital content, podcast ads and website skins.
The launch conincides with the premiere of Call The Midwife, a new feature on the firm’s website that connects users with a qualified midwife via live chat.
He added: “We’ve captured the brand’s bold, distinctive tone and look forward to seeing the campaign show up at all kinds of traditional and unexpected touchpoints across the year. We’re excited for the journey ahead; with the lovely bunch of people, we now get to call new clients”.
