2012 Silver Best Customer Journey

Client Philips AVENT

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? The first step was to cross-reference the pregnancy touch points that could drive recruitment such as baby shows, websites, Emma's Diary, blogs, and pregnancy magazines, with the information relevant to each trimester and the Philips AVENT products relevant to each phase. The first trimester’s all about seeking information as mums-to-be understandably don't want to purchase baby products until after the 12-week scan. Buying is prevalent in the second trimester, while in the third mums are focused on planning the hospital trip and baby coming home. Each communicationss element was executed in accordance with these need-states in a consistent tone: supportive, informative, professional and understanding. Being the first baby product brand to support an expectant mum, Philips AVENT has the best chance maintaining a relationship with her.

Results 47% of the country’s new mums enrolled in the Philips AVENT Due Date Club. Email open rates (average 29%) and click-through rates (average 33%) far exceed industry averages. There were approximately 10,000 visits per month to the website, with around 60% repeat visits. The advice and information sections receive the most visits, with the product pages being third-most popular. 52% of enrolled mums have recommended the programme to 3.2 other mums on average. Philips AVENT's market share is growing far ahead of the market.

Team Louise Foster, Sandra Doyle, Ludwig Paillier, Kristina Bjuhr, Lauren Striven

Other contributors Emma's Diary – Acquisition data