Know-How Exchange : Social Media

Because of the unique claim, you will need to do some consumer education among new mothers ... perhaps starting before birth.

Depending on the strength of your claim support, you might want to do some missionary work with OB/GYNs and pediatricians as well.

Where are you planning to market the product?

Offline:
Interview mothers, learn about what their concerns about parenting in general. Ask them what brands they prefer when it comes to baby milk powder and the reasons for that. Ask them what is the key driver to their purchases and how they make their decisions. Then see if your product matches that and market accordingly.

Online:
Look through online communities and see what kind of conversations are being had there. Maybe there is a social issue that you can build a campaign on that solves the problem, or some other market insights that the mothers can give you through their online community.

Campaign:
You'll need to do some of the research I've listed above to understand your market more. Mothers in every market face a different set of issues. A great example is in Hong Kong, where the concern is of the supply of baby milk powder, as the mainland chinese have purchase it all.

In your market there will be a separate set of issues. Your job is to find out what that is and see if you can "solve" that problem.

the most important part of digital campaigns is the Insight, the issue that you are solving for your audience. If you can't do that, then it doesn't matter how creative your idea is.

Hope that helps.