Connecting new parents to peer support network across multiple platforms

The ask

To unlock content and knowledge from nearly 100 years of history, to help mothers develop loyalty to Nestlé’s iconic Gerber brand of baby milk.

The solution

The MyGerber programme, developed in association with RAPP, provides real support for parents as they look for nutritional information for their new-borns. Including a responsive website, a behaviorally triggered eCRM program, and a fully integrated mobile app, the programme’s mix of content helps to drive sales and deepen brand engagement.

adZU allows the mygerber licensee stores to drive transformation within their business through improved marketing planning, audience targeting, strategic development, marketing content management, customization and real time delivery.

The results

With the system’s ability to continually learn and deliver greater personalisation, it means that content that Gerber delivers remains fresh and relevant to the different lifestages a baby is passing through. The huge volume of data is also used to drive further segmentation modelling to help create new paths to purchase.