Delta is the largest Greek diary products company. One major part of its business has to do with diary products for children including Delta Smart and Delta advance. Last year in order to leverage both brands we were asked to come up with a strategic plan that will embrace the concept of motherhood and at the same time leverage both brands. Our idea tried to pinpoint the maternal instinct and create insightful and engaging experiences in all the media we had to work for.
The first thing that served our strategy is called Delta Moms and it is a branded online community in which we tried to include all the world that surrounds mothers, in order to recruit new customers we created widgets and specific hematology, not only for existing mothers but also for pregnant mothers or newly wedded ones. Amongst others Delta Moms included a customized discount coupon system in order to increase sales volume in different periods of time.