Despite its potential, cord blood banking remains underutilized and shrouded in misconceptions, presenting a significant societal challenge for The Cord Blood Registry (CBR). They needed a campaign aimed at not only enhancing brand recognition but also educating and engaging a crucial demographic – expectant parents in their second and third trimesters, who lacked accurate information about cord blood banking.

We partnered with Chrissy Teigen, a figure many know as a 37-year-old model, television host, and best-selling cookbook author, but - more intimately - as a mother who has navigated the complex journey of parenthood.The campaign showcased Chrissy Teigen across various media formats, integrating strategic TV appearances with robust social media engagement. Digital strategies were pivotal, focusing on targeting expectant parents within their digital ecosystems to foster brand consideration and drive enrollment.