Customer issue

1. Pregnancy and motherhood bring joys but also raise issues specific to each step.
2. Online, moms are confronted to multiple information sources, sometimes contradictory and lacking expertise (online pediatric magazines, digital portals for women, forums and moms blogs). They are facing hyperchoice, which transforms profusion into confusion.

Point of view

1. Being a mother starts with being pregnant. To be considered as a referential motherhood portal, a brand website must gather expert content, digital services and allow dialogue for moms and moms to be.

Ideation

1. 4 critical needs must be addressed:
2. • Personalization: information needs are different depending on the baby’s age
3. Bledina.com offers personalized content and relational program depending on the age and development of the baby.
4. • Exhaustiveness: mother issues are woman issues before all
5. Bledina.com goes beyond Bledina primary expertise to provide content and services about child and mother well-being.
6. • Expertise: reference information sources
7. To guarantee information reliability, all contents on the site have been advised by an expert (nutrition, psycho motility, gynecology, pediatrics).
8. Moms can also easily ask any questions about products, nutrition, pregnancy to a team of experts.
9. • Complicity: the web is a place of natural exchange between mothers having similar experiences
10. Moms can post and share their tips. In order to make sure they are relevant, tips are complemented with Blédina’s point of view.

Results

1. 97% of moms find Bledina.com helpful
2. Near 40,000 fans on Facebook