Mentor: Agency of Record
Transforming how breast implants are perceived through
the lens of real women.
The situation:
Our research uncovered a white space within the breast aesthetics industry. Women going through breast surgery needed a warm, humanistic voice. As a challenger brand, Mentor decided to fill that void. That meant using empathy to disrupt the industry and building an identity differentiating the brand from the competition.
The idea and execution:
Redefined digital communications for consumers and HCPs by conveying confidence, compassion, and authenticity
Established brand guidelines with a Global Brand Book that defined best practices for
materials across all global marketsCreated organic and paid social media tactics with an updated brand look and feel to
further, drive consumer trustUpdated consumer and HCP print materials to present clinical content in a relatable
and digestible wayEngaging visuals and tailored messaging brought Mentor’s updated brand identity to life on Mentor's Instagram, Facebook, and YouTube.
Established content pillars and social direction to provide educational and emotional support to women throughout their breast surgery journey
Created a visual identity that highlights diverse, relatable, and empowered women who speak to the brand ethos
Fostered a social community by prompting honest conversations and offering informative resources for breast surgery
The results:
#1 researched brand by consumers on RealSelf.com
Global Brand Book to be deployed to over six global markets
Thousands of print materials were distributed throughout the US across 2019
2020 James E. Burke Marketing Award for North America: The most prestigious marketing award at Johnson & Johnson
600% increase in social media followers
Highest level of social media engagement amongst US and global competitors
Launched first-ever breast reconstruction awareness paid campaign surpassing Johnson & Johnson and industry-standard pay-per-click benchmark