How do you convince millennial first-time moms that prescription pre-natal vitamins aren’t just for high-risk pregnancies, but the best choice for every pregnancy? By empowering her—rather than boring/scaring the shit out of her. Our category defying campaign started a socially driven conversation among these moms-to-be on a practically non-existent budget. The result? 29 million impressions in the first 8 weeks and 113% increase in website traffic. That’s a lot of healthy babies.