Building a Brand Community for Italian Pregnancy and Baby Clothing Company

Challenge

Prenatal tasked us with demonstrating how it was the go-to brand as a unique brand for pregnant women and babies between 0-8 years. One of their main objectives was to gain quality visibility in media, especially via fashion magazines.

 

Disruption

Zeno implemented a strategy that focused on the Prénatal distinctive characteristics (fashion features, expertise, price/quality ratio), over the competition. Moreover, Zeno created tailored information for every type of magazine and newspaper (lifestyle, fashion, family based, specialized, trade).

As part of our campaign we generated a constant flow of press releases, showing the new trends collection and giving new ideas for child-focused issues (ex.back to school in September); a two press-day a year to show the new S/S or A/W collections; one-to-one contacts with Italian editors – invitations at the PrĂ©natal show-room and periodical meetings with Italian Coordinamenti Editoriali to increase the advertising investment.,

Prenatal harnessed a solid social community, based on mum bloggers and digital influencers, that became the focus of core brand initiatives, such as: Shopping Brunch, Pancione Loves Selfie, Winter Stories.