BABY STEPS
Cow & Gate
Supporting mums from conception through to the toddler years.
Our Role
• Customer experience leads
I led the overhaul of Cow & Gate’s mother and baby programme, tailoring comms across all channels. That’s quite a task when you consider the team had to cover conception through to the toddler years. From eCRM/CRM to their website, content, social, print and digital, we provided mums-to-be and mums with tailored support for their bump/baby and them. This covered developmental, emotional and practical support and tips. Once registered the comms would align to their stage, and provide relevant information accordingly.
Cow & Gate mums had a very particular outlook on mothering. The communications had to carry a high degree of relevant emotional content to reflect a C&G mum’s outlook to mothering.
Digital & Social
Content was tailored to mum-to-be/mum's specific stage and then adjusted as they progressed.
Quarterly Magazine
Content personalised to stage of pregnancy/motherhood
5-step Weaning Guide
The most successful book Cow & Gate ever released. It walked mums through the weaning process. Cow & Gate were overwhelmed with orders and had to reprint on multiple occasions.
Little book of "oohs, coos and ahhs!"
Sent at the final, most uncomfortable, stage of pregnancy, the book shared messages from mums about how it felt to be with their new babies. This was sent with a good luck card and personalised message.
