Care begins before
the first diaper

We rethought the customer journey around the questions and expectations that develop before someone becomes a mother, then evolve as her child grows.

The resulting Path to Loyalty framework connected awareness, consideration, purchase, loyalty and advocacy. It defined the role of content, channels and relationships at each stage, from answering an early concern to supporting an ongoing connection with the brand.

This changed the starting point for the marketing strategy. Future mothers became an audience with their own needs, requiring a different conversation from parents already living with a baby. The framework gave Canbebe a way to plan those conversations, connect its touchpoints and build continuity across the journey.

A wider promise of care needed a credible relationship with the people families turn to for guidance.

We contributed to the development of the Canbebe Science Network, connecting the brand with a community of partner pediatricians. Scientific days and professional encounters gave that relationship a setting in which knowledge could be shared and the network could develop.

Our contribution also extended to the way these encounters were expressed and documented, through audiovisual coverage, interviews and branded materials. For the Science Days, we designed and produced gift boxes around a simple idea: offering a moment of care to people whose work is devoted to caring for others.

The network gave Canbebe a foundation for bringing professional perspectives into its wider relationship with parents.

The questions coming from the community became a starting point for expert content.

We developed briefs for short pediatrician videos around concerns parents had raised, including children’s sleep, nutrition, screen use and seasonal illnesses. The editorial approach called for accessible language, a reassuring tone and explanations that a parent could follow without specialist knowledge.

We also produced video capsules with pediatricians across the country. The format brought identifiable professionals into the brand’s communication and created material that could travel beyond the original encounters.

This connected community listening, editorial planning and audiovisual production. Parents’ concerns could inform the content, while the Science Network offered a relationship through which relevant expertise could reach them.

Care also has an emotional dimension. The moments parents remember are often small: a first smile, an uncertain step, a new discovery or a night that finally feels easier.

We developed and produced a series of 32 animated capsules following a child’s journey from birth to the last diaper. Each episode drew on a recognizable moment in early childhood and the experience of the family around it.

The work covered concept development, scriptwriting, storyboards, art direction, animation and sound. A consistent visual world allowed individual episodes to belong to a larger story.

The series gave Canbebe an ongoing narrative built around growing up. Parents could recognize their own experiences in it, giving the brand a familiar, emotional language alongside its educational content.

With Mère Veilleuse, the focus moved to the person caring for the child.

Created around Mother’s Day, the campaign recognized the everyday attention and effort that motherhood involves. We developed its identity, messages and creative materials across digital content, outdoor advertising, print and a public activation, giving the different expressions a common language.

At the Centre des Conventions d’Oran, the campaign took physical form through activities, children’s workshops, photo spaces and moments for mothers and their families. Social content and audiovisual coverage extended that experience beyond the event.

The campaign gave Canbebe a way to express appreciation through something people could participate in. Motherhood became the subject of a collective celebration, connecting the brand’s care ambition to a public experience.

One part of Mère Veilleuse brought that recognition into a more personal setting.

We wrote and designed a collection of printed cards carrying more than thirty different messages for mothers. Distributed through Canbebe’s national network, including product packs, points of sale and events, the cards brought a small gesture of attention into an ordinary encounter with the brand.

They could reach a mother directly or be offered by someone close to her. That possibility of passing the message on was central to the idea: the campaign could become part of a relationship between people.

The cards gave the creative platform a tangible expression that could be kept, reread or given to someone else. A broad campaign acquired the intimacy of a personal gesture.

The larger initiatives needed continuity in everyday communication.

We managed Canbebe’s social presence through editorial planning, content production, community management and targeted campaigns. Competitive monitoring helped inform adjustments to the communication, while community interactions kept parents’ concerns close to the work.

We also structured the influencer portfolio, identifying relevant profiles, managing partnerships and developing campaign briefs. These collaborations created further opportunities to connect the brand with audiences through familiar voices.

Video, animation, digital filters and stickers offered different ways to participate. Across these formats, the task was to sustain a recognizable relationship: useful when parents had questions, attentive to their experiences, and present through moments they wanted to share.