Case Study: MyFamily boosts brand awareness and new contracts with Springbok

My Family grows new contracts 7.7% with Springbok

My Family, a provider of child benefit services in Flanders, faced the challenge of growing its brand in a commodity market where five competitors offered an identical service at the same government-fixed price. With no ability to differentiate on product, price, or promotion, the customer needed a new way to reverse its decline and connect with expecting parents. The vendor Springbok was engaged to develop a communication strategy.

Springbok's solution was to introduce a warm and relatable brand character named "Emily of MyFamily" to transform the service from a simple payment processor into a trusted partner in financial parenting. This human-centric, online-only campaign provided valuable content to expecting parents, addressing their financial anxieties early in the pregnancy journey. The strategy surpassed all its targets: it achieved a 7.7% growth in new contracts, a 7.54% increase in unique website visits, and raised brand awareness from 28% to 38%, winning a Silver Effie Award in 2025.

My Family