Best Online Community: Mamas & Papas
Never Underestimate The Power Of Community
At Mamas & Papas we pride ourselves on creating a diverse and inclusive community to support parents on their journey. This was demonstrated more than ever when we launched our campaign Never Underestimate the Power of Community (#NUTPOC). Never Underestimate the Power of Community launched in March 2020 in the face of Covid-19 and has united a community of expectant and new parents.
In times like these, our social media channels can offer support inspiration and a real sense of community. We asked our customers and followers what they wanted to see during this unsettling time to allow us to stand together while apart and we shaped our communications to be able to offer support, advice and guidance.
We introduced content across our social channels, website, email and blog from various guests to offer dedicated advice, including:
Dr Alex George – pregnancy during covid, Dame Jessica Ennis-Hill talking pregnancy fitness, Izzy Judd talking mindfulness for families, Little Veggie Eats on eating well as a family, the Modern Midwife answering a Q&A for expectant mums and dads, a full social takeover for Father’s Day, a raft of support and advice to celebrate World Breast Feeding Week, the art of work life balance from small business owners juggling business and parenting and live read alongs with children’s authors such as Rachel Bright.
We also partnered with the National Childbirth Trust (NCT) to provide a 5 week Instagram takeover answering audience questions about key topics including pregnancy during a pandemic, labour, early care and feeding. Our audience of expectant and new mums and dads submitted their questions for us to put to the NCT.
We are aware that with Covid restrictions, it became a difficult time for expectant parents to celebrate a pregnancy announcement or a new baby. We took our in store Parents to Be events online to make it even easier for people to be able to access helpful support and guidance from the comfort of their sofa. Once a month we now offer digital Parents to Be events to bring together speakers and live Q&A’s all about fertility, pregnancy and parenting.
We also understand the road to parenting doesn’t always run smoothly and as part of our Never Underestimate the Power of Community campaign, we talk about fertility, baby loss and parenting challenges to offer a supportive network to unite families. We include content from real families, motivational quotes and our 3am club, designed to get parents talking during the middle of the night feeds.