BabyCenter: Creating a Social Brand Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

In 2012 BabyCenter was parenting media business and the biggest parenting platform in the world. It provided expert advice to pregnant women and new moms while connecting these women to every other on-line and in person. The business had 110 employees, with operations in 23 regions around the world in 14 languages. It details BabyCenter evolved as a social brand through cultivating employee innovation: implementing several mechanisms, creating customer communities, empowering influencers, and enabling superb storytelling. BabyCenter cultivated worker innovation through its three-day "BabyCenter Invention Days," held every six weeks.

Though the days passed by through brainstorming sessions, breaking into the cross-departmental and intra-departmental teams, and presenting the remainder of the firm with creative business ideas. These ideas directly helped the company, as 60 to 70 percent of them proceeded to marketplace. BabyCenter created customer community online through an interactive web site, and in the real world through "BabyCenter Birth Clubs." Using the customer data it gathered, the company connected every other and women together to form the clubs, which functioned as social organizations and support networks. One way the company did this was through launching a social campaign emphasizing several influencer mothers who worked with organizations that are charitable. BabyCenter also understood and embraced the power of stories to generate brand value, plus it gave customers the chance to tell their own stories throughout the website and beyond.

PUBLICATION DATE: May 22, 2012 PRODUCT #: M341-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING