Philips AVENT Due Date Club

Philips AVENT, a parenting and baby products brand wanted its product to be front-of-mind among the UK's expectant mothers.

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...

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