Not only did we focus on mom, but we created a whole new subculture. The “StrongMoms” Program transformed the traditional loyalty program into a community of mothers with a bold rallying cry, “Motherhood Rocks.” This fully integrated program gave mothers information at every stage of her pregnancy and early motherhood. The direct mail and email drove to a destination web-site, full of real-time content that gave mom answers, advice, and inspiration within the context of a community.