Mamas & Papas

M&P and me


This premium baby equipment retailer wanted to connect with a new generation of pregnant women and new mums.

The Challenge? This audience is bombarded with advice from brands. M&P risked disappearing in this maelstrom of activity.


Our audience are excited about what’s ahead, but they’re also nervous about losing their identity. We created a personalised ‘due date’ driven rewards programme and content hub called M&P AND ME, that was always relevant to their needs at that time. It provided advice and inspiration to enjoying pregnancy but still keeping their identity, through this tumultuous time. And we tailored rewards to purchase throughout their journey cycle.


Those who joined M&P AND ME spent 23% more than non-members.

Mamas & Papas | M&P&ME