Our Work

Smith+Nephew PICO

Making MedTech more influential

When celebrity influencer Millie Mackintosh put up a post of her wearing a PICO dressing following the birth of her daughter, we saw an opportunity to use her influence to educate her 1.4 million mainly female followers about c-sections and PICO.

With International Caesarean Awareness Month as the hook, we partnered with Millie to deliver an Instagram Live alongside more traditional media exclusives, using her c-section recovery to bring to life PICO’s benefits, namely, to protect a new mother’s time to bond. Millie talked about what she called her ‘abdominal births’ and her desire to break down the stigma that can surround c-sections.

Using Millie’s profile and first-hand experience of PICO, we reached a new and relevant audience, to drive conversations between expectant mothers and healthcare professionals.

More Awareness 

A first for Smith+Nephew with a direct-to-consumer UK influencer campaign. Millie’s first-person story connected with consumers, securing headlines in Hello, Red, Mother & Baby and The Metro.

More Channels

With over 1.4 million Instagram followers, we took the campaign online, using Millie’s platform to connect with new audiences via Instagram Live. A Q&A started important real-time conversations about c-section recoveries and the power of PICO – showcasing a more human side of the brand. Over 1,500 people joined the Live, and a further 62k watched the replay.


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