HELP SLEEP-DEPRIVED PARENTS WHEN THEY NEED IT MOST___
During those sleepless nights with a newborn, new parents often feel alone – unable to turn to anyone for help. Sleep-deprived, frustrated and wondering if they are a good parent, they turn to the internet for help. Unfortunately, they’re often greeted by hundreds of parenthood sites filled with judgmental opinions and unhelpful advice. Good luck falling back to sleep now.
WELCOMING EVERYONE TO THE CLUB___
Knowing that sleep-deprived parents turn to search engines and online forums for advice when no one else is awake, we decided to intercept them with The 3am Club. An online tool dedicated to helping new parents and answering their questions so they can get back to much-needed sleep. The site was filled with hundreds of hours of content dedicated to the sleep and well-being of both new parents and their newborns.
Making a connection___
NUK wanted to increase their online presence and to be seen as a company that truly cares about both parents and baby. And, since its launch, The 3am Club has increased NUK’s online traffic by 91% year-over-year leading to an online sales increase of 62%. But most importantly, NUK connected with new parents by lending a helping hand when they needed it most.