Brand:         Bebelac

Product:      All Products

Company:   Turkcell & 121Metre

<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /> 

Goals:
      §          Increase awareness of Bebelac products among mothers of 
            newborns.

§          Build a long term relationship

§          Collect consumer data

Solution:
We have designed a mother’s club for parents of new born that inform the subscribers via SMS. Mothers subscribe to the club with their own and their baby’s information. The short messages and the subscription to the club is free, no purchase necessary.

At the milestones of baby’s development the mother is informed or alerted via SMS. When the baby is 8 months old, for example, mother is informed with the good news that he can now chew. All information sent is based on the baby’s age and all messages are written in person. Occasionally, the mother is also informed about relevant Bebelac products. At the right months, free sample packages are sent to mom, again relevant to the baby’s age.

To keep the club live, 121Metre designs short-term events and implements them within the club. For example, the very popular advertising jingle was sent to moms as a ring tone upon their demand to the call center. The mother’s day is also celebrated as a special event. Small quizzes cheer up the club with decent presents.

The club works integrated with the CRM database as well as the call center for smooth subscription management. The information gathered via the club is perfectly relevant to Bebelac’s purpose.

Although it has not been advertised until now, the popularity among target moms have been impressive.

Results:
Our client’s research has demonstrated a 12% reach among its target customers within 8 months. The word of mouth effects of the club are also strongly demonstrated by the increase pattern of subscriptions.