Challenge

Engage moms across early stages of motherhood with relevant, personalized communication while building loyalty through a digital rewards program within the Target ecosystem.

Approach

Led creative direction for a lifecycle based CRM program combining targeted email and rewards. Developed a system tailored to key motherhood stages, balancing clinical credibility with an approachable, supportive tone. Designed the framework that scaled across email and digital touchpoints while maintaining consistency with both brands.

Outcome

Delivered a personalized engagement system that increased relevance and strengthened brand trust, positioning Abbott products as a trusted partner while supporting ongoing participation in Target’s rewards ecosystem.