SMA - Making life easier for mums

A CRM programme is more than just a series of emails – we created a much needed shoulder for new mums who needed reassurance.

Crafting a new journey for the brand

We helped SMA Nutrition revolutionise their email programme to provide new parents with the helping hand they need to feel reassured at every stage. SMA had plenty of content – the problem was knowing what to surface, when to surface it and how to make it work harder – so that parents could get the most out of it.

Auditing and re-purposing content

From a comprehensive audit of all SMA’s assets, we developed a rigourous, content-led strategy. This included eight basic principles for the brand’s content – informed by user insights and industry best practice – to ensure that each email was suitable for stage and purpose. We then created an editorial calendar, optimised for millennial mothers.

Auditing and re-purposing content

From a comprehensive audit of all SMA’s assets, we developed a rigourous, content-led strategy. This included eight basic principles for the brand’s content – informed by user insights and industry best practice – to ensure that each email was suitable for stage and purpose. We then created an editorial calendar, optimised for millennial mothers.

Making life easier for mums

Our editorial calendar ran from conception, through pregnancy, to birth, and right through to the baby turning two years old. By curating useful hints at the correct stage for baby, we took the worry and the hassle out of finding the information mums need, when they need it. Our email programme consisted of more than 400 modules of digestible, bitesize content, to help new mother’s focus on what’s important – their bundle of joy.

400

Modules of content

1,000

Plan

XX

Engagement