For over 100 years, new moms have sought out the nutritional advice and expertise of Enfamil, the #1 Pediatrician-recommended baby-formula. But as more moms began to seek out more information online, Enfamil faced a new challenge: to win and maintain the trust of socially active moms, moms who buy a LOT of formula.
Our approach began by monitoring mom conversations in the brand's social channels as well as on popular forums and mom blogs. Our listening led to the identification of 9 primary need states among moms, ranging from connecting with other moms to getting social recognition. We also found that each need state was tied to the rapid development of their babies.
Our resulting content rollout shifted the brand's focus from baby faces to baby milestones. The rollout also included custom infographics and video content focused on when key baby milestones occur and what moms can do to ensure their babies excel. Content franchises like the popular "Milestone Monday" series give on-the-go moms easy-to-digest facts on when key milestones occur and our "What's in Your Bag," giveaways encourage Moms to talk about the essentials they pack with their Enfamil as they embark on new adventures with their growing babies.
Since the rollout, engagement rates on Facebook have risen by over 30% despite a decrease in paid media and Enfamil was ranked a top-5 most-engaged baby brand. But for us, the most important metrics are in the daily comments and sharing we see among moms in the Enfa social channels, proudly posting every milestone moment with the brand that continues to be their social partner in parenting.
