Philips AVENT Due Date Club

WDMP

The team

Louise Foster, Sandra Doyle, Ludwig Paillier, Kristina Ledingham, Lauren Strivens.

Other contributor:

Emma's Diary – Source of acquisition data.

How did the campaign make a difference?

First-time mums tend to remain loyal to the first brand they purchase. This CRM programme meets a key need for information and guidance to assist mums-to-be along their pregnancy journey. 486,000 have signed up and 52% of Due Date Club members recommend Philips AVENT.

What details of the strategy make this a winning entry?

Research shows that the first feeding item purchased after the 20-week scan is a bottle. Expectant mums remain 86% loyal to the first brand they purchase, thus unlocking £189 of additional spend on sterilisers, soothers and other kit. Emma's Diary helped Philips to acquire expectant mums’ data and engage them first via a welcome pack. Expectant mums have a thirst for information, support and advice and a desire to network with others going through the same experience. All CRM needed to be relevant to their individual pregnancy journey, so emails contain essential pregnancy topics, expert advice and exclusive and relevant product offers. The web portal has expert advice from a midwife, pregnancy guides, product offers, forums and product information. A smartphone app enables expectant mums to find others at the same stage of pregnancy.

How did creativity bring the strategy to life?