CASE STUDY / LANSINOH
Lansinoh
Consumer | Parent, Child, & Baby | Maternal Health
Founded by a breastfeeding mom, Lansinoh has been dedicated to supporting new moms for nearly 40 years. Famous for its award-winning Lanolin Nipple Cream, Lansinoh offers a comprehensive range of nursing, pumping, and birth preparation and recovery solutions in more than 60 countries.
5W was tasked with supporting the launch of Lansinoh's Birth Prep & Recovery product line - designed to support new mothers through the postpartum period - with top-tier online media coverage on a national scale. The team facilitated and executed a 30-minute Instagram Live event with actor Mandy Moore, during which she discussed her postpartum journey and shared advice for new moms in conversation with Dr. Ashurina Ream of Lansinoh's Clinical Advisory Network. Leading up to the event, 5W coordinated all partnership details with Mandy Moore's team - including a prep call to align messaging across Dr. Ream and Lansinoh - then conducted aggressive pre-event and day-of outreach to drive media attendance and viewership. Immediately post-event, the team turned the insights Moore shared into national online coverage.
STRATEGY
RESULTS
- 312M+ media impressions
- 120K+ video views
- 1,700+ live Instagram viewers; 12,100+ total video views; 550 likes
- Coverage in Entertainment Tonight Online, Yahoo! Entertainment, Good Morning America Online, ABC News Online, INSIDER, E! Online, and more
FAQ
How do brands work with celebrities for product launches—
Effective celebrity launches pair the celebrity's authentic personal story with the brand's product use case - and run aggressive pre-event, day-of, and post-event media outreach to convert the celebrity moment into earned coverage. The Lansinoh Mandy Moore launch generated 312M+ impressions.
What is maternal health PR—
Maternal health PR builds visibility for products and services serving pregnant women, new mothers, and families - combining lifestyle media relations, healthcare credibility (clinical advisors), and personal storytelling around the postpartum experience.
How does 5W support parent, child, and baby brands—
5W combines national consumer media relations, celebrity and influencer partnerships, clinical advisor positioning, and integrated launch campaigns - designed to drive product awareness and credibility across the parent journey.
What is a clinical advisory network in PR—
A clinical advisory network is a vetted group of healthcare professionals who serve as brand spokespeople. Their professional credibility validates product claims and unlocks coverage in mainstream media that wouldn't quote a brand directly.
What outlets cover postpartum and maternal health—
Top outlets include Entertainment Tonight Online, Yahoo! Entertainment, Good Morning America Online, ABC News Online, INSIDER, E! Online, plus parenting-focused publications and lifestyle verticals at major outlets.
