The bond between a mother and her child is something special. No wonder parents are keen about talking about their kids. We used that to our advantage - conversations should be organic and pleasant, not awkward and sales-pitchy. Our journeys help with that.

In a campaign for Nutricia, we got 1.000 moms to talk about baby formula. By sharing trials with their friends and creating groups of moms to talk to, they averaged a reach of 33 conversations each, and up to 45 for active users. Happy faces all around!