Together with Organix
How could mums persuade mums to skip junk food?
Seeking healthy, tasty food for your baby without compromising on convenience? Organix turned this vision into reality! Together, we ensured the seamless implementation of the proposition well before the market launch.
Crafting convincing messaging hierarchies
Specializing in organic baby and toddler food, Organix embarked on crafting a 'No Junk' proposition, emphasizing pure ingredients. Seeking support for its implementation before the market launch, we asked: What messaging hierarchies would most effectively persuade moms to choose Organix?
Selecting for advocacy
We initiated by mapping the customer experience, creating a panel of innovators. Then we selected moms with babies between 6 and 18 months old who are used to shopping at Albert Heijn, a leading chain of supermarkets in the Netherlands. To get them to try, enjoy, and recommend the brand to other moms, we created an engagement journey on a digital validation platform.
Building a group of ambassadors
Willing moms received a trial package with sample products, and through the engagement journey on our digital platform, we co-created and learned what was important to them. Also, we identified the most convincing messaging hierarchy and received user-generated content (such as quotes and photos of babies with the products). This content served as evidence to convince other moms. In this way, just before the market launch, we built a group of ambassadors.
Sustaining moms today and tomorrow
In this collaborative venture with 1000 moms, we ignited a dynamic campaign featuring 751 user-generated photos and videos, with an impressive online reach of 45,000 and 340 shares. Their enthusiastic participation not only shaped our present strategies but also led to a remarkable 45-point surge in Net Promoter Score, highlighting the impactful advocacy of our dedicated ambassadors and setting the stage for empowering and supporting new moms in the future.
