Destination
Maternity

Making the Expectant Mother Business Boom

Pregnancy is an exciting yet anxious time. From trimesters to birth plans. From “what if’s” to “what not’s”. From first time mamas to those who have done this more than once. when expectant mothers turn to a variety of resources to inform their decisions about everything from health to maternity fashion and accessories.  With over 15 patents in maternity clothing, an encyclopedic selection of fashions, and thousands of knowledgeable associates, Destination Maternity has the unique credibility to be a trusted resource during a stressful period. It has a track record that new maternity brands can’t match, and its exclusive focus on maternity needs sets it apart from mega-brands looking to enter the field. Maternity apparel and accessories are the only things Destination Maternity does – and it does them better than anyone else.

Challenge

Destination Maternity’s category leadership was facing challenges from new brands at amazon and in store. Their growth was flattening due to sharp increase in competition from all quarters. Destination Maternity found itself being challenged by both new maternity brands as well as established fashion brands launching maternity lines. It needed to maintain its leadership position both at retail and online, but to succeed, each of its brands would need to see an increase in traffic and awareness. Essentially this meant fighting a three-headed battle, requiring three distinct but unified strategies against a multitude of contenders. They decided to work with Areto on a complete Amazon listing overhaul, Analytics, PPC advertising and social media and growth in stores.

Make Destination Maternity Brand a One-Stop Shop for Every Mother’s Pregnancy Needs

To increase traffic across all online and in-store places we wanted to boost awareness so expectant mothers can easily find relevant information and consider it as the best resource for quality, trend-right maternity apparel.  We developed unique messaging that would express the core values, boost visibility, and drive sales via a direct response offer.

Our creative for Motherhood Maternity showcased an affordable maternity brand that was unexpectedly stylish. Finally, our work for A Pea in The Pod, positioned it as a high-fashion brand for sophisticated moms who refuse to sacrifice style. We implemented a multi-channel approach with premium partners in both the fashion and pregnancy sectors, leveraging their brand equity for online and offline media integration.

We deployed a media approach to reach target consumers while they are directly researching prenatal information in addition to while they’re browsing relevant lifestyle content. Execution included blogger programs, sponsorships, social promotions, and sweepstakes. Our custom high-impact units provide meaningful exposure in relevant content areas, with pregnancy keyword targeting driving strong engagement. Among our executions was a mini video series featuring maternity styling tips and a dedicated editorial feature with maternity must-haves.

Here’s how we helped increase awareness and drive consumers to retail through a one-on-one motherhood maternity product like no other.

With our strategy we captured the attention of new and expectant mothers and drove both in-store and online traffic. Our digital media campaign yielded immediate results with a sharp uptick in awareness and 51MM impressions soaring into the tens of millions in just a period of three months. The highly targeted content we created led to a 2X spike in click-through rates while 50%  decline in cost-per-click and  90% decrease in cost per view, and helped Destination Maternity remain positioned as the leading resource for new and expectant mothers.