Fisher-Price’s existing eCRM programme needed to better engage mums of babies and toddlers.
BURN set about this challenge by reviewing the existing suite of eCRM communications. This informed the creation of a targeting and messaging strategy that delivered a family of 30 emails to connect with mums at baby’s key milestones.
Importantly, we re-conceived the programme to focus on creating relationships as opposed to tactical transactions. New content was created primarily to reassure and add value to mums’ lives in an empathetic manner rather than exacerbating the immense pressure often placed on parents.
Tips, hacks and articles leveraged Fisher-Price’s deep expertise in play and child development and allowed us to place relevant life-stage products into this conversation.
We created an all-new look and feel that linked directly to the Fisher-Price key brand essence of playfulness. New templates were developed alongside a fun illustration style. Additionally, using BURN’s proprietary engagement framework, we introduced a variety of different animations and other engagement mechanisms to drive interaction.
The re-launched eCRM programme is rolling out across multiple European markets and we see this as the first stage in an iterative cycle of Test, Measure, Learn & Improve.