Our Work

Influencer & Social Marketing

Making MedTech more influential

When celebrity influencer Millie Mackintosh put up a post of her wearing one of Smith+Nephew’s latest medtech PICO wound dressings for wound care following the birth of her daughter, we saw an opportunity to leverage her influence. With 1.4 million predominantly female followers, Millie’s post wasn’t just a personal story; it was a platform to educate about c-section wound care, and to highlight the availability of our clients product to obstetricians, nurses and expectant mothers. 

With International Caesarean Awareness Month as the hook, we partnered with Millie to deliver an Instagram Live alongside more traditional media exclusives. The initiative focused on her c-section recovery journey, underscoring the benefits of the wound care dressing, particularly in protecting 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 c-sections, we reached a new and relevant audience. This drove conversations between expectant mothers and healthcare professionals about c-section wound care, signficantly amplifying awareness and understanding the vital role of advanced wound care solutions like PICO dressings in postpartum recovery. 

More Awareness 

A first for our client 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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