Build a digital strategy that targets expecting moms with relevant content yet minimizes bad PR

Increase adoption & usage of baby registry experience

Increase purchases of baby products sold in-store & online

Pregnancy journey map with key stages, behaviors, channels, and pain points

Baby registry journey map with key stages, behaviors, product considerations, and pain points

Balance personalization and privacy: When not to engage with expecting moms is more important than when to engage

New identified value for a baby registry to remove the guilt, shame, & avoidance of using a registry: A pre-populated checklist of baby items

Creation of “going dark” periods for digital & social content to de-risk PR backlash & potential loss of customers

Baby checklist now available as part of baby registry on website [developed in-house by mass retail client]

Partnered with senior researcher to execute research development, analysis, & reporting

Collaborated with VP of Strategy, Research Director, & Senior Strategist on digital strategy & marketing plan

8 weeks