Our client Roche Diagnostics approached us for help reaching pregnant women in their first trimester with a message about NIPT testing. But targeting specific users online can be tricky, especially when that audience isn’t yet publicly talking about what makes them special. To find them, we looked to insights unique to early pregnancy and then developed a social campaign to speak directly to our very specific audience in a way that was just for them: Am I showing yet? The campaign led to an informative website that answers questions about early pregnancy and prenatal screening.

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