Title	MUMSNET PREGNANCY TRACKER APP
Brand	MUMSNET
Product/Service	MUMSNET PREGNANCY TRACKER APP
Category	B03. Social for Mobile
Entrant	DIGITASLBi London, UNITED KINGDOM
Idea Creation	DIGITASLBi London, UNITED KINGDOM

Name	Company	Position
Helen Fuchs	DigitasLBi	Executive Creative Director
Nikki Stammers	DigitasLBi	Strategy Director
Sergio Falletti	DigitasLBi	Technology Partner
Will Jones	DigitasLBi	Design Director
John Roche	DigitasLBi	User Experience
Hobart Wong	DigitasLBi	Developer
Richard Tolley	DigitasLBi	Developer
Nissa Amatmountri	DigitasLBi	Project Manager
Nina Belk	DigitasLBi	Research
Camilla Carson	Mumsnet	Head of Business Development & Partnerships

The Campaign

ROOM TO GROW The pregnancy app from Mumsnet lets you grow into your pregnancy at your own pace, over 9 months – with personalised help and advice from mums who’ve been there, done that and got the stretch marks. Thanks to the Mumsnet app you can: • Grow knowledge of what’s happening to you and your baby… at your own pace • Keep a record of your experiences, including all the ways you and your baby grow • Grow your relationship with the Mumsnet community; from pregnancy to parenthood. By distilling, curating and reorganising 15 years of pregnancy and parenting content, every parent-to-be can now share in the collective wisdom of half a million women – at their own pace, in a personalized and intuitive way that will always put your mind at rest, not leave your head spinning.

Creative Execution

We curated the best Mumsnet pregnancy advice into hundreds of pieces of content and delivered them in a personal, intuitive way. The app retained the authentic, home-made Mumsnet look and tone, presenting pregnancy as a human, not medical, condition. Key features include: • An interface that grows as you do, becoming more rounded over 40+ weeks • Bold week-by-week cover imagery sharing human stories • Expert information on how you and your baby are changing, week-by-week, coupled with advice from other mums on how they coped at the same stage • Written and visual journals to keep track of your progress, thoughts, and significant moments - from the first scan to the first kick • Filtered access to threads on Mumsnet's Pregnancy forum, where you can find out how other mums-to-be are feeling • Alerts when fresh articles are available • Designed and built for iOS in 9 weeks

Following a soft launch, the results have been impressive: • 81% of new users become return users • Nearly 90% of return visits happen weekly or more frequently • High-profile FMCG brand Persil signed on as prime sponsor

TRUTH Mumsnet is known as a safe environment for parents to share everything about parenting. The information you’ll find is nothing if not honest – sometimes brutally so, which for parents is usually refreshing. REVELATION Pregnancy is often presented in unrealistic and highly sanitized ways: the same old pre-programmed textbook trimester updates from some ‘expert’. But people aren’t textbooks. Mums at the same stage aren’t all on the same page. And the internet offers little comfort to pregnant women worried something is off-script – leaving them to get whipped up into a panic every time they hit search in response to a new, innocent twinge. INSIGHT First time parents want to access the genuine ‘lived’ experience of pregnancy – but without the worry of accidentally seeing something that terrifies them. They are craving warm, intuitive reassurance. GUIDING THOUGHT The Mumsnet pregnancy app helps you embrace the curated 'realness' of parenting.