Danone Baby Nutrition were facing a tough challenge to increase frequency of purchase of their Cow & Gate Growing Up Milk range. Mums tended to buy vitamin-rich Growing Up Milk for their toddler just once, before losing motivation and switching to cows’ milk. Therapy developed a loyalty scheme which interrupted various stages of mums’ online journey and offered them relevant, engaging rewards for staying with C&G Growing Up Milk.
Comms were distributed via an SEO-optimised microsite, digital advertising, SMS, email and in-store communciation.
The result was increased purchase frequency and a strong commercial uplift, as well as a groundswell of positive sentiment toward the brand amongst mums online.