In 2012 was the largest BabyCenter parenting and parenting platform media company in the world. It offered advice for pregnant women and young mothers while connecting these women together online and in person. The company had 110 employees and has offices in 23 regions around the world in 14 languages. The case provides students with a practical, real-world example of how to create and grow a social brand. It describes how the BabyCenter developed as a social brand through the implementation of the … Read more »

In 2012 was the largest BabyCenter parenting and parenting platform media company in the world. It offered advice for pregnant women and young mothers while connecting these women together online and in person. The company had 110 employees and has offices in 23 regions around the world in 14 languages. The case provides students with a practical, real-world example of how to create and grow a social brand. It describes how BabyCenter developed as a social brand through the implementation of several mechanisms: growing employee innovation, creation of customer communities, empowering influencers, and so great storytelling. BabyCenter cultured employee innovation through its three-day “BabyCenter Innovation Days”, held every six weeks. These days involved brainstorming, breaking into departmental and intra-departmental teams and presents innovative business ideas for the rest of society. These ideas directly benefited the company, such as 60 to 70 percent of them went to the market. BabyCenter create customer community online through an interactive website and in the real world by “BabyCenter birth club.” With the customer data they collected, the company connected women in the same stage of pregnancy with each other to form the clubs that served as social support organizations and networks. Thanks to its robust web analytics and surveys identified BabyCenter its most active and trusted online users, “influencers,” and worked consciously to its relations with them to maintain. One way the company did this was through the introduction of a social campaign highlighting influencer several mothers who worked with charitable organizations. BabyCenter also understood and accepted the power of stories to create brand equity, and there were customers the opportunity to have their own stories to tell about the site and beyond.
«Hide

from
Jennifer L. Aaker,
Debra Schifrin
Source: Stanford Graduate School of Business
9 sides.
Release Date: 22 May 2012. Prod #: M341-PDF-ENG
BabyCenter: Creating a Social Brand HBR case solution