2016 Gold Best writing

Agency MRM Meteorite

Client Tommee Tippee

Campaign summary

A parenting site that doesn’t tell you how to raise your kids

Campaign overview

The brief was a global website re-design that aligned with Tommee Tippee’s new brand strategy: Parent On.

It wanted to create a site that felt different, that didn’t ‘sell sell sell’ baby products or lecture new parents with patronising advice. It wanted somewhere new parents felt totally comfortable and supported.

Strategy

Parents know how it feels when the ‘helpful advice’ starts flooding in.

‘When I had mine I did this.’ Or what about ‘When I had mine I did that’, ‘Ooh, no, I wouldn’t do that’, ‘Try this, it worked for mine.’

Tommee Tippee’s new brand strategy is Parent On: a call to parents to go with their gut instinct and Tommee Tippee will be there in support.

Not to lecture or patronise.

The brief called for a complete re-design of the global website in line with that strategy.

Creativity

It can get lonely with a newborn or toddler.

So the campaign sacrificed the most important real estate on the site: instead of selling product in the leader image, ambient films played according to the time.

At 3am, a mum feeding her baby in the stillness of the night. At 1pm, another mum tackling weaning.

Tommee Tippee and MRM Meteorite also created Parent Diaries, featuring real stories from new parents.

The site re-design featured one-handed navigation, ideal for ‘hands full’ parents.

Often new parents feel like they’re doing everything wrong, so the site is littered with supportive memes: ‘Parents aren’t geniuses. Babies don’t care’. Or: ‘‘Humans survived 200,000 years before any baby books were ever published’.

There were also some cool facts and takeaways online.

Results

The new website design proved that understanding your customer creates real connections.

There was a 10% uplift in site traffic in the first six months, 25,000 active engagements with the featured content, a 20% increase in content sharing, and a 25% increase in dwell time.

Team

Cedric Wooding (Group Account Director) • Naomi Read (Senior Project Manager) • Emma Janson-Smith (Planning Director) • Alan Saikale (Technical Director) • Dasha Finch (Senior Technical Director) • Anthony Brooks (Lead Interface Developer) • Matt Perry (UX Designer) • Martyn Stivala (Interaction Design Group Head) • Nicky Bullard (Chief Creative Officer)