Case Study: Mothercare – Dress My Bump

April 4, 2017 | Share this article

On the lead up to Christmas 2016, Reprise worked on a seasonal campaign for Initiative’s client, Mothercare.

Mothercare wanted to boost their Maternity category’s online performance and improve brand perception of the range.

Reprise’s keyword analysis discovered that many women found they lost their sense of style in pregnancy. The agency knew Mothercare had a great new maternity range, so they aimed to create brand affinity amongst a key customer group; mothers-to-be. By targeting them in pregnancy, they could retarget them later for higher value goods like buggies.

With the pre-Christmas shopping period approaching, Reprise had to launch quickly to hit the seasonal peak. They wanted to position Mothercare as a maternity fashion brand, but big names like ASOS dominated the space, it was the most competitive time of year and Mothercare wasn’t associated with fashion.

Reprise created a ‘Dress My Bump’ competition, partnering with fashion bloggers who were parents to ask pregnant women if they’d like help to stay stylish in pregnancy; and start social conversations.

The agency created a fully optimised page on Mothercare’s blog to promote the campaign on Mothercare social channels and beyond. Mums-to-be responded strongly. The prizes of photo shoots in Mothercare maternity wear, with professional stylists and makeup, helped showcase the chic new range and generate a real social buzz.


  • 4,000 extra visitors to
  • Mothercare’s blog traffic grew by 132%
  • Improved the five most-searched keyword rankings (including ‘maternity dresses’ from 9th to 2nd)
  • Daily brand mentions doubled on average and more than tripled at busy periods
  • Mothercare saw a 5.5% quarterly increase in UK online sales.

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