We created the multi-channel “Enjoy the Ride” program, full of one-of-a-kind solutions for mom at each stage of her baby’s development. Our insight: being a parent comes with a lot of crap! But it’s also amazing. We offered lots of ways to help moms keep things clean, and have more fun.

We developed a dialogue with moms that stayed relevant as their babies grew, and became a trusted resource as well as a conduit for rewards, promotions, and value. We drove high engagement levels with moms, particularly at the most important “new baby” stage.

Email open rates reached as high as 64%. Direct mail was effectively integrated with both retail participation (over 7% household coupon redemption) and loyalty program activation (5 million rewards points generated.) Unique site visits were up 40% to 1.1 million per month. Program registrations more than doubled, to 1.7 million members, to end 2010.