With dm and bauchgefühl, two experts from the sensitive field of baby and family encounter. Together with the dm drug store chain, bauchgefühl organized a unique experience tour which was made accessible for many thanks to the participating influencers. Following dm’s request, bauchgefühl presented various ideas for cooperation possibilities in spring 2017. The aim was to develop innovative and qualitative content around the topic of newborn essentials for the digital parent-child companion “glückskind”.
The idea of the “baby belly stroll” convinced and the bauchgefühl team immediately kicked off the implementation of a very special event:
dm selected industrial partners revolving around diapers, breastfeeding, care and pacifiers from its baby segment. A Sunday meet-up at a dm store in Hamburg was organized to give mom and dad influencers the possibility to exchange ideas in a relaxed atmosphere.
During the event, each of the selected industry partners had the opportunity to give a short presentation to inform the influencers about their products and latest developments. The presentations were creatively captured in form of sketchnote boards by artist Friederike von dem Bussche. Following the presentations, the influencers had the opportunity to stroll through the dm shelves and select products that they would recommend as newborn essentials. In order to also include the glückskind community at home and answer parents’ questions about newborn essentials, interviews on their respective topics were filmed with all represented baby brands. In addition to the interviews and sketch note boards, the influencers developed postings on each topic after the event.
The collected content will be combined to a detailed guide on newborn essentials for young and expecting parents. Keep a look out at glückskind where the guide will soon be available!