Mobile marketers come in all stripes nowadays. Baby formula makers are among them.
Over the last 18 months, Enfamil has upped its investment in mobile as a way to connect with moms more regularly, rolling out a pair of apps. Most recently, Enfamil and its agency Digitas collaborated on AmazingBaby, an app that offers fun activities to help babies reach important motor, cognitive, communication and social milestones. The app also lets parents capture these special moments through pictures and descriptions. Social functionality built into the app lets parents share the memories with friends and family on Facebook or by email. Last year the brand launched ExpectingBaby, a pre-natal app that guides mothers through their entire pregnancy.
“When we first started working with Enfamil, we were looking at creating a digital strategy, and as we dug into it, it was clear that moms have moved to the post-PC era ahead of the rest of us,” said Chia Chen, mobile practice lead at Digitas. “Mobile is their primary way of connecting to digital, and the other part is it marries nicely with wanting to connect mom to resources to support her throughout the day and through the first two years of the child’s life.”
Moms are busy. When they are not at work, they are busy taking care of the kids, the house, dinner, you name it. There isn’t always enough time to go on the computer to look stuff up or shop online. According to Digitas, more than half of today’s moms (53 percent) purchase their smartphone once they have children, and moms are 18 percent more likely than the general population to own a smartphone. When planning a mobile strategy, it is important to look at the moments in people’s lives when the brand could have an impact, said Chen.
“With mobile, you have this opportunity to address people’s lives in the moment, which you did not have before,” he said. “You can provide value in the right context and at the right time. With Enfamil we knew we needed to think of ways to break down the moments in moms’ lives by figuring out what they care about in the first few months after the baby is born. For example, what things are important and how to play a meaningful role.”
Enfamil’s competitors have launched their own post-natal apps to track infant milestones. For example, formula brand Similac’s Baby Journal app helps mothers track their baby’s feeding, sleeping, diaper changes and growth.
Enfamil is complementing its app strategy with a mobile-optimized site, which provides moms with nutrition tips, newborn safety guidelines, a store locator and expert advice. Today the mobile site drives more than 12 percent of overall traffic to http://www.enfamil.com.
Is the collapse of big tech’s culture overblown? Some experts think so
Some workplace experts aren’t so sure that the cushy culture that has come to define tech is coming to an end anytime soon.
‘Fear of saying the wrong thing is eating us alive’: Confessions of an Iranian-American advertiser on the industry’s silence on Iranian women’s rights
As Iran's feminist movement builds, one Iranian-American advertising executive questions American advertiser's silence.
Brands need to account for ‘psychological pain’ shoppers feel this holiday season, Horizon Media says
Although it seems every marketer is pulling out all the stops to get consumers to buy their stuff, there remains a good amount of uncertainty among the general population about how much they want to or plan to spend.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Why American Express invests in TikTok ahead of Small Business Saturday
As the #ShopSmall community grows on TikTok, American Express is hoping to tap into it.
How a Minecraft influencer is bringing advertisers to the platform
TubNet's primary challenge in integrating its brand partners was to do so without breaking the end user license agreement (EULA) of Minecraft developer Mojang, whose strict guidelines restrict the presence of brand logos directly inside the game.