Destination Maternity® is the world’s leading designer and retailer of maternity clothes, encompassing multiple brands, including A Pea in the Pod® and Motherhood Maternity®. In addition to more than 600 Destination Maternity stores, its product lines have a presence in over 2,000 retail locations nationwide. However, Destination Maternity’s category leadership was facing increasingly stiff completion from an array of challengers, ranging from big-box megastores like Target to boutique online retailers like Zulily. Destination Maternity turned to AMP to help reinforce its position as the category’s most comprehensive and authoritative resource for maternity fashion, accessories, nursing apparel, and skin care.
Because three brands exist under the Destination Maternity umbrella, we developed unique messaging and creative for each that would express the core values, boost awareness, and drive sales via a direct response offer.
Destination Maternity was positioned as a one-stop source for every mother’s pregnancy needs. On the other hand, 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 also presented the Destination Maternity brand as a uniquely authoritative knowledge base that our target audience needs during pregnancy and beyond.
We deployed a two-pronged media approach to reach target consumers while they are directly researching prenatal information in addition to while they’re browsing relevant lifestyle content.
Maternity partners like Meredith, Fit Pregnancy, BabyCenter, The Bump, and WhatToExpect.com provided us an opportunity for precise targeting, and were also a place to present Destination Maternity as a knowledge resource. To align directly with each mother’s prenatal journey, stage-based specific targeting and content alignment helped drive qualified traffic at scale. Executions included blogger programs, sponsorships, social promotions and sweepstakes.
Fashion sites like Lucky, InStyle, BAZZAR and Elle helped us further elevate the brand and keep Destination Maternity top-of-mind. 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.
We leveraged a robust cross-channel media mix to connect with our target audience across all touch points in her customer journey. Using digital, email, print, mobile, social, and in-store events, we ensured that frequency of messaging 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 impressions soaring into the tens of millions in just a few short months. The highly targeted content we created led to a spike in click-through rates while slashing costs per click and per view, and helped Destination Maternity remain positioned as the leading resource for new and expectant mothers.