Baby guide

We introduced the BabyGuide; an automated communication programme, where content and product marketing follows your baby’s age from unborn to a toddler ensuring maximum relevance and perfect timing. An infant-astic way of maximising marketing ROI from the roughly 75% of new Danish parents that we’ve helped BabySam recruit email marketing permissions from year after year.

The issue

BabySam faced a very specific challenge as the market leader in baby equipment. They had excellent awareness and were also great at getting expecting parents to give up their marketing permission thanks to them inventing the BabyBox – a free giveaway box containing several necessities for new-born babies. But in general, BabySam’s image was struggling.

Solution

We introduced the BabyGuide; an automated communication programme, where content and product marketing follows your baby’s age from unborn to a toddler ensuring maximum relevance and perfect timing. An infant-astic way of maximising marketing ROI from the roughly 75% of new Danish parents that we’ve helped BabySam recruit email marketing permissions from year after year.

Today BabySam’s universe of baby related thought leadership – which started with the BabyGuide – consisting many different initiatives including physical in-store advisors, a video blog, several email communication tracks with in-depth advice, tips and tricks. This has helped BabySam grow their credibility and perception as more than simply a reasonably priced place to buy baby equipment.