SMA BABY CLUB - SOCIAL
SMA wanted to attract new users to the SMA Baby Club so we embraced perfectly imperfect Mums, rather than the annoyingly perfect image of motherhood that usually pops up on Instagram. On Mother’s Day we launched The Perfectly Imperfect Insta Baby Book, to help parents embrace the horrors of parenthood along with the triumphs. A social campaign told Mums about the book. To receive one, they simply had to sign up to the SMA Baby Club. Mums then posted pictures using our perfectly imperfect hashtags to fill their album, which was then printed and sent out to them.
