The Problem
Medela was keen to host a major influencer event to launch a new product — but with no guarantee of the quality or quantity of follow-on publicity, the ROI was uncertain.
They needed:
This was the biggest influencer event Medela had attempted — and they needed it to deliver meaningful commercial impact.
Action Plan
event, using a blueprint refined over a decade of producing Australia’s most effective mum-influencer activations.
The program included:
The goal: convert real-time event excitement into ongoing influence, reviews, and sales momentum.
Results
Medela smashed all campaign goals and achieved powerful, immediate and lasting advocacy.
“Sales of the Freestyle Hands-free are doing great and feedback from mums has been extremely positive — best breast pump launch Medela has had to date!” — Medela spokesperson
25 top-tier influencers attended — collectively talking to 400,000+ mums.
The event produced 60 organic content pieces within days (3× expected volume), fuelling social, digital and paid media.
14 repurposable influencer endorsements were generated, building trust and social proof.
Over 94% of attending influencers became ongoing advocates, strengthening long-term brand momentum.
“This was a world-class launch event and we are excited about the WOM it will create for Medela. Mumpower were amazing, the audience engaged, the atmosphere electric!”
Medela Spokesperson
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