Mothercare
Project Overview
Tasked with elevating Mothercare’s digital presence beyond product promotion, I conceptualized and launched the 2am Club—a dedicated initiative to foster community, drive engagement, and position Mothercare as a holistic partner in early parenthood.
Strategy & Execution
- Community-First Approach: Identified a key consumer insight—the isolation and uncertainty faced by new mothers, particularly during late nights. Built the 2am Club as a trusted resource and digital safe space for discussion, shared experiences, and peer support.
- Content Leadership: Authored a targeted blog series tackling issues like postpartum wellness, nutrition for lactation, adaptive parenting hacks, and seasonal baby care. Each article was strategically developed to address real-time needs and high-search topics among young parents.
- Cross-Channel Promotion: Devised and executed a campaign of tailored social media posts and stories designed to spotlight each blog, delivering value-driven content and driving traffic from Instagram and Facebook directly to Mothercare’s site.
- Ongoing Engagement: Facilitated consistent community interaction through expert Q&As, parent testimonials, audience polls, and conversation-starter posts—transforming followers into active community members.
- Brand Positioning: Ensured a soft yet credible visual and copy tone that aligned with Mothercare’s reputation, enhancing trust and emotional connection while promoting loyalty and repeat visits.
Impact
- Established Mothercare as a leading voice for new parents seeking guidance and support
- Strengthened community engagement and repeat interaction, evidenced by direct messages and participation in conversations
- Content and campaigns remained a reference point for supportive brand-building, even after the retirement of the original blog
Creatives