Similac Strong Moms by Wunderman

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Strong Moms is a CRM program and online community for Similac infant formula. The program supports and informs new mothers from three months into pregnancy to the baby's first birthday.

“This is a generation of moms interested in advice and tips, but who ultimately do things their own way,” explains Nick Moore, chief creative office at Wunderman. Strong Moms is a celebration of that liberation and the empowerment that comes with motherhood.”

The campaign incorporated a mix of traditional and new media.

“In the months leading up to birth of a child, mom is hungry for information and if you send her a 64-page brochure, she's going to read it,” Moore says. “In the weeks following birth, she doesn't have much time, so text and SMS messages are powerful at that time because the whole dynamic has changed.”

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