Danone: Karimums - Connecting mums and mums-to-be on the journey

This case study describes how Nutricia, the baby food brand, connected with mothers in Australia by creating an online community for new and expectant mums.

Danone: Karimums - Connecting mums and mums-to-be on the journey

Agency: ElmwoodClient: DanoneBrand: KarimumsCategory: Digital

Executive summary

With more than 100 years of experience caring for babies and toddlers, Nutricia has been trusted by mums for generations. It's a company best known for delivering 'happy thriving babies'… but how was it looking after mums?

Insights showed that in the first 12 weeks of pregnancy, women in their 'secret space' longed to share their news but didn't feel comfortable telling family and friends. They yearned to see the joys of the future ahead of...

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