This media strategy is based on three key insights:

1. When analyzing the Canadian demographics, we found that 9 out of 10 women 25-34 have a pregnant woman in their entourage.

2. Furthermore, the announcement of the news is a memorable moment that generates an incredible buzz in the entourage of the mother to be.

3. Finally, this target group is particularly active on social media and specialized blogs, indicating a tendency to share content three times higher than average. These environments were therefore relevant to build our base of retargeting.

The idea was to identify and leverage the circle of influence through content sharing about motherhood. This strategy would allow us to proactively identify new moms and engage new customers as soon as possible. Thyme Maternity could count on a strong reputation and a top-of-mind positioning when pregnant women began their search for maternity clothes.

The deployment of our strategy was done in 3 phases:

Phase 1: Identification

We identified over 400 relevant keywords related to pregnancy content that we needed to target (ie: baby room decorating). Partnering with a leading ad network we triggered a targeting pixel when relevant articles were shared through a SHARETHIS button. We were then able to identify the user who shared the content and the user who received the content once the shared link was opened. With this online action, we have built powerful retargeting base.

Phase 2: Retargeting

Now, we could retarget the mother-to-be with shareable content and offers from Thyme Maternity earlier-on in the pregnancy and well ahead of the competitors in its class.

Phase 3: Maintaining

Finally, a programmatic investment has allowed us to support the digital strategy across platforms in order to increase our points of contact within our target and build frequency.

The results of the campaign have exceeded customer expectations. The stores have experienced an increase of traffic of 16%. Users have viewed over 8 pages during their session that lasted an average of 2 minutes. 1.8 million impressions were generated. Thyme Maternity managed to demonstrate that it was THE fashion brand for expecting mothers.