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Mead Johnson
Enfamil

Details

  • For over ten years DMI produced a branded CD for Mead Johnson’s Enfamil Baby Formula line that was placed in “New Mother” bags that moms receive when they leave the hospital with their new baby
  • The CD, titled Smart Symphonies, includes 18 tracks of classical music that the moms and babies listen to together
  • Mead Johnson wanted to expand this program to include downloads and steaming music and wish moms a Happy Mother’s Day
  • DMI implemented our proprietary product “Engine 1” that included an option to both download and stream the songs
  • Over 2.9 million emails went out to new moms on Mother’s Day with access to a custom branded web page that gave moms access to download or stream the music

Results

  • The program was a complete success, exceeding expectations
  • This included and open rate of 17%
  • Of those that opened the email, 75% engaged in playing or downloading the music and learning more about Enfamil’s products