Challenging and changing perceptions around exercise during pregnancy

Our contagious idea

Exercise while pregnant? That was the myth Fever challenged to debunk by Danone for its parenting support platform, Aptaclub as part of our brief to raise the profile of Aptaclub as a education resource for parents.

Aptaclub approached us to develop a campaign which challenged wrongly held views that exercise is dangerous for expectant mums and drive traffic to Aptaclub as an online resource for pregnant mums looking to exercise safely.

Working alongside our Unlimited sister agency, Prophecy, we created ‘Active For 2’, a suite of content from exercise experts covering yoga to swimming specifically for pregnant mums looking to exercise safely.

We worked with insights and behaviour change experts to develop headline-grabbing stats for NHS doctor and TV personality Dr Dawn Harper to deliver. Relevancy is key to any campaign so we worked with Made in Chelsea Influencer, Binky Felstead, who was already established as a prenatal fitness enthusiast in the public eye tot alk to the target audience of millennial mums.

Rich social assets were created, including Binky taking part in her very own Active For 2 workout at home. The video content was shared on her Instagram channel and a link in her bio negotiated to allow instant access to the Aptaclub resource.

Additionally, we secured on-the-sofa TV slots plus national and regional radio interviews, alongside a hard hitting survey sell-in to national and parenting media.

To improve the SEO performance of the Aptaclub site when associated with key terms such as ‘exercise during pregnancy’, we identified six influencers who were pregnant themselves and negotiated fees, rights and content creation parameters to include agreed keywords and site links.

How far did it travel?

The combination of the two spokespeople, expert exercise content and myth debunking research proved to be dynamite, with broadcast media fighting over each other to feature the story.

Coverage was secured on ITV’s Good Morning Britain, Sky News, Channel 5 News and over ten radio stations, alongside news and feature pieces landing in the likes of the Daily Mail, The Sun and Mother & Baby.

Our social assets also out performed our KPIs with Binky’s Active For 2 workout video attracting 173K views in less than 48 hours. Over 5,000 people went online to use the resource to exercise safely.

As a result of the twenty blogs and social posts, the Aptaclub site jumped 39 places under the search term ‘exercise during pregnancy’, bringing it onto the crucial first page of Google search results. Just as importantly, the communities loved the authentic creative and engagement rates were actually higher than average compared to non-sponsored posts



Challenging and changing perceptions around exercise during pregnancy

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