Our work

The challenge

  • Build a relationship with mums-to-be and new mums by demonstrating brand expertise and providing them with genuinely useful personalised information and support, so that we become their first choice brand when they enter our market.

The solution

  • We recruit mums into our 'Cow & Gate Mum and Baby Club' through the channels that we have learnt to be most efficient: press, natural search, PPC, leaflets in doctors' surgeries, DM and our careline.
  • We then use a combination of DM and email to develop an ongoing relationship based on providing personalised support through each stage of pregnancy and babyhood.
  • We also manage the website, forums, live chat and careline giving us a view of all consumer interactions. We can therefore ensure that every consumer experience reflects everything we know about the consumer's history with the brand.

The results

  • 30% of all mums join the programme.
  • They rate it 8.4 out of 10.
  • It delivers an excellent return on investment - although this is commercially sensitive so sorry, we can't tell you what it is.