COMMUNITY MARKETING

minute read

• 16 August 2020

How WOOP Manages to Run a 90% Engaged Community Of New Moms On Mommyship

Author - Sarita Vivek
By Sarita Vivek
@thatsmylane

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minute read

16 August 2020

How WOOP Manages to Run a 90% Engaged Community Of New Moms On Mommyship - Featured

Mommyship – India’s most engaged community of pregnant and new moms crossed 1 lakh mothers recently. And this is just the beginning of WOOP’s journey. 

From 10,000 to 1,00,000 Mothers. How did we, at Women Of OPinion, achieve this feat? Read ahead to find out. We promise to make it worth your while.

For most brands, marketing to moms is an integral part of their strategy. In today’s economic climate, many brands are counting on new moms to help them survive, but getting them to unleash their purse power can be a struggle, especially if marketers don’t understand how best to connect and communicate with moms.

Luckily for you, we’ve put together a list of our key learnings on how to engage moms to your advantage effectively:

Thoughtful Moderation:

Being aware of a moms ecosystem is exceptionally crucial when it comes to marketing to mothers. 

At WOOP, a lot of deliberation went out in framing community rules, and a close check is kept on what posts should be published. This delicate balance between too much and too little was not easy to achieve. Only content of value and quality go through so that all members benefit. This creates a safe space that enables moms to become recurring content creators.

Recognition:

Periodically recognising top contributors, allows mommies to feel loved and appreciated for their noble work of contributing to the community. 

Whether it is a helpful post or soothing words – ensuring all participants get a pat on the back is our utmost priority.

Comprehensive Calendar:

A community must have it all – the ice breakers that ease early participation and the emotional prompts that help members build trust and confide. When all of one’s community objectives are planned in advance, the triggers become timely and consistent. 

There’s never a dull moment on Mommyship.

Inclusiveness:

A community cannot run alone or by a handful of moderators. Instead, it should build itself together. 

At WOOP, we track and appreciate referrals (we call FGF aka, friends get friends). Moms take ownership and pride to invite other moms in their network. Even the moderators are selected from the highly trusted members who demonstrate the right community philosophy.

Deep Connections:

It is essential to focus on building long-lasting, valuable connections. 

WOOP deliberately moved away from the traditional ‘Q&A’ to the ‘Let’s Connect’ model. Questions can be easily answered, and when a member finds those answers, they have a weaker reason to re-engage.

Here’s what Delighted WOOPer Prithvi Khade had to say about being a part of WOOP:

We Listen

Listening and providing help to moms when needed is crucial. It is vital to monitor conversations and concerns that moms have. 

Mommyship is all about a unique life-stage, and the group aims to make this journey a lot easier for worried new-mommies. We can guide brands better as to how they can help moms and what kind of experts they should be bringing on board to help mothers in our group, who value this information and are eager to get their worries resolved without judgement.

Ensuring Content Is Always Relevant:

Identifying what a community’s purpose and reason to exist is the most crucial pillar in marketing. When it comes to marketing to mothers, they are not interested in all the white noise of all the ads that are being targeted. They only care about information that is relevant to them because, at this life-stage, nothing else is more important than their pregnancy, delivery and child’s upbringing. 

Ensuring that the content that comes on Mommyship is always relevant is one of the critical aspects of having this community engage with us heavily.

Moms Need A Voice

Everyone needs a voice, but a new mom even more so. To be heard and to be understood by other like-minded moms is a great gift. Building a community that allows moms to converse with other moms and share their journey is the starting point and a big reason why the chatter continues.

Our last piece of advice? Ditch the brand to consumer communication strategy and leverage the power of mom-to-mom communication. Take it from us, it works wonders, and we have just the video to prove it.

How Huggies Built Consumer Trust With WOOP: Huggies Case Study

Global Marketing Trends in 2020, The Report.

Is your brand ready for 2020? Download WOO’Ps Digital Marketing PDF 2020 for trending strategies to increase sales in 2020.

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