Case Study: Aptamil Baby Club

The challenge

Make Aptamil stand out from the plethora of other Mum & Baby Clubs as the experts in infant nutrition and feeding. Engage and support mums-to-be and new mums to feel confident in all their feeding choices, so that Aptamil becomes their first choice of brand when they move on from breastfeeding.

We created the 'Aptamil Baby Club', positioned as the best resource for mums interested in their pregnancy and baby's nutrition.
We developed a clearly differentiated, stylish and 'grown-up' look & feel that appeals strongly to 'Aptamil mums'.
We recruit mums into the club through a variety of targeted channels including parenting press, natural and paid search and online display ads.
Through DM and email we offer each mum a tailored journey to support and inform her.
We also manage the brand website, forums, live chat and interface to Aptamil's careline, meaning we have a view of all consumer interactions so we can adapt our communications to better reflect and support these insights

More than 1 in 6 new mums join the Aptamil Baby Club, an increase of 35% over previous levels
Recall and willingness to recommend the Aptamil Baby Club mailings has increased by 40%
It delivers an excellent return on investment - although this is commercially sensitive so sorry, we can't tell you what it is.