My Expert Midwife

Cementing My Expert Midwife as experts in pregnancy, childbirth, and early motherhood through hard-hitting PR activity

From the early days of nausea to cracked nipples to having a new baby with a sore bottom, motherhood can be tough! That’s why My Expert Midwife offers a range of award-winning skincare products to relieve the physical side effects commonly experienced throughout pregnancy and early motherhood.

Founded by mum-duo, Lesley Gilchrist, a qualified midwife, and Claire Charlton, a pre-and post-natal baby massage specialist, the brand was inspired by a mutual understanding of the physical recovery challenges that women face during this time.

To raise brand awareness and build trust among UK consumers, we were tasked to implement a media engagement strategy that would help the brand to tackle taboos and ignite discussion around the realities of pregnancy, childbirth, and early motherhood.

Embracing My Expert Midwife’s straight-talking, honest approach, we developed a hard-working press office to engage expecting and new mums.

A key part of our strategy is to share the unique story of My Expert Midwife to cement the brand as pioneers in the industry, and showcase their professional expertise on all things bumps, birth, and babies.

Through interview placement, thought leadership and expert commentary, we worked to raise the profile of co-founder Lesley Gilchrist, sharing her incredible personal and professional story with key broadcast, national, parenting, and trade publications.

In addition to personal profiling activity, we secured proactive opportunities for Lesley to provide comment within features relating to pregnancy, childbirth, postnatal care, and birth trauma.

Moreover, to highlight the award-winning skincare range, we conduct regular media gifting, inviting journalists from target media titles to trial the products and generate first-person reviews for the brand. We also look to grow relationships with likeminded brands to explore cross-promotional partnership opportunities, including small scale activities such as sampling and joint competitions, to raise further awareness of My Expert Midwife in the UK.

Furthermore, with clinical data revealing that 9 in 10 new mums experience perineal trauma during vaginal childbirth, we recently worked with the team of midwives to launch the #PowerToThePerineum campaign. Through consumer research, case study placement, media outreach, and influencer engagement, this aimed to empower women to have a more positive birth experience by educating them on the steps that they can take to protect their perineum during labour – including perineal massage.

This activity is supported by ongoing product PR, an awards programme, and seasonal campaigns themed around relevant awareness hooks, such as Maternal Mental Health Week and World Breastfeeding Week.