Herconomy: Breastmilk Money
Herconomy tasked Serviceplan Germany with increasing engagement among Nigerian women while addressing the high cost of baby formula. The client needed a solution that supported exclusive breastfeeding and provided tangible financial benefits. The goal was to position the bank as a champion of women's financial independence by turning the act of breastfeeding into a measurable, interest-earning savings strategy for families.
Creative Idea
The bank turned the money saved from not buying formula into interest-bearing savings.
Herconomy turned the invisible labor of breastfeeding into a tangible financial asset by creating a savings account that calculates formula costs saved and grows them at 14.3 percent interest, empowering Nigerian mothers to achieve financial independence through their own health choices.
Turning Invisible Labor Into Liquid Assets
From Biological Data to Bank Statements
The campaign utilized a proprietary Breastmilk Money Calculator integrated directly into the Herconomy app. By inputting the average cost of premium infant formula in Nigeria, the tool generated a personalized "wealth projection" for mothers. This data-driven approach transformed a private health decision into a public financial statement, resulting in over 150,000 new account openings within the first three months. The initiative effectively captured a 22 percent increase in active user engagement among the target demographic of working-class Nigerian mothers.
Bridging the Gender Wealth Gap
The creative direction, led by Serviceplan Germany, focused on the stark economic reality of the Nigerian market where formula prices had surged by 40 percent due to inflation. By framing breastfeeding as a "dividend-paying investment," the campaign shifted the cultural narrative from a chore to a strategic financial maneuver. The production team collaborated with local Nigerian influencers and pediatric nutritionists to ensure the messaging remained medically responsible while maintaining its aggressive financial tone.
A Digital Movement for Mothers
Beyond the app features, the campaign sparked a viral social media movement under the hashtag #BreastmilkMoney. This digital community allowed mothers to share their "interest earned" screenshots, effectively turning the Herconomy app into a social proof engine. The campaign’s success forced a broader industry conversation regarding the role of fintech in supporting maternal health, proving that purpose-driven financial products can outperform traditional marketing in high-inflation economies.
Creative Strategy Deconstructed
Company
Herconomy leveraged its position as a leading digital bank for women to integrate financial tools directly into maternal health.
Category
Banking services typically ignore the economic contribution of unpaid domestic and maternal labor, treating it as a non-financial activity.
Customer
Nigerian mothers felt the pressure of high formula costs and sought financial autonomy while navigating societal stigmas regarding breastfeeding.
Culture
The growing movement for female financial empowerment in Nigeria provided the perfect context to validate breastfeeding as a legitimate economic act.
Company
Herconomy leveraged its position as a leading digital bank for women to integrate financial tools directly into maternal health.
Category
Banking services typically ignore the economic contribution of unpaid domestic and maternal labor, treating it as a non-financial activity.
Strategy:
Convert unpaid domestic labor into a recognized financial asset to drive brand loyalty and empowerment.
Customer
Nigerian mothers felt the pressure of high formula costs and sought financial autonomy while navigating societal stigmas regarding breastfeeding.
Culture
The growing movement for female financial empowerment in Nigeria provided the perfect context to validate breastfeeding as a legitimate economic act.
Strategy:
Convert unpaid domestic labor into a recognized financial asset to drive brand loyalty and empowerment.
Results
The campaign achieved a 2.5x increase in Herconomy sign-ups, a +12% increase in the breastfeeding rate in the target region, and projected formula savings of $37M.
2.5x
increase in Herconomy sign-ups
+12%
breastfeeding rate in target region
$37M
projected formula savings
Strategy Technique
Make the Invisible Visible
It identifies the overlooked economic value of breastfeeding and gives it a formal financial structure. This strategy shifts the perception of maternal care from a social burden to a measurable, wealth-building asset.
Explore Technique
Creative Technique
Turn Message into Product
The campaign transforms the abstract concept of breastfeeding savings into a functional financial product. It makes the invisible value of maternal health concrete by linking biological output directly to bank account growth.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional due to its seamless integration of financial technology with a vital social cause, turning a daily maternal practice into a tangible financial asset.
The creation of a specialized banking feature that calculates and automates savings based on real-world maternal data is a brilliant use of fintech for social good.
The messaging clearly and persuasively links the physical act of breastfeeding to financial independence with the powerful tagline 'Breastmilk Money.'
“The magic of this campaign lies in how the technology of the Herconomy app directly serves the empowering message crafted by the copywriters, making financial independence accessible and intuitive for new mothers.”
