Moms still work on Mother’s Day. 33% say they spent the day doing chores—on top of getting everyone to brunch after cleaning up breakfast in bed, on a no-school, no-childcare Sunday.
Taking time off is necessary, but not necessarily easy. So we used our campaign budget to give moms cold, hard cash so they could hire house cleaners, babysitters, meal prep—whatever helped them buy some time to actually take Mother’s Day Off.
Andy Cohen’s daughter famously had one wish for her 3rd birthday—underwear. As a long-time Coterie family, it was bittersweet to hear she was ready to say goodbye to our diapers but we knew we had to make her potty-training dreams come true.
So we threw her a surprise “Potty Party”—complete with an underwear-themed cake, card, and of course, lots of big-girl underwear.
To introduce our hero product Bun Balm diaper + dry skin ointment—for the softest, sweetest buns and rolls—we opened the Coterie Bakerie for one weekend only.
Featuring a giant Bun Balm-shaped bun sculpture and edible Bun Balm-shaped buns, baked by Raf’s.
While NYC was celebrating the Knicks winning the NBA Championship, we popped up along the parade route to celebrate the impending baby boom.
Press: PeopleBrandsandThings
Over 100k 2nd, 3rd, 4th—even 8th—time parents have come back to Coterie. These are parents who’ve been around the block, and learned from several unfortunate experiences why a really great diaper is worth it. Basically, Coterie diapers are made for parent who’ve seen some sh*t.
The month the campaign launched we saw our highest revenue, non-buyer to buyer conversation, and social engagement ever. Plus, we gained 11k+ Instagram followers (what life is really about).
When you have a baby, you’re also reborn. You change on every level—from your brain structure to your DNA.
But instead of seeing the beauty in this intense metamorphosis, society pressures new moms to bounce back to who they were.
So we invited new moms—throughout different stages of pregnancy and postpartum—to reflect on and honor the ways they’ve changed.
Parents are bombarded with more child-rearing guidelines and “do it this way”’s than ever, but there isn’t a cookie-cutter recipe you can follow to whip up a trilingual, broccoli-loving, Ivy League grad in 18 years. No one can write The Guide to Parenthood.
So we created many Guides to Parenthood—exploring unique parenting paths and perspectives, free of judgment and rigid advice.
The series averages a 70%+ email open rate, and 4%+ engagement rate on organic social.
As a sleep-deprived new parent, I enjoy making content for other sleep-deprived new parents :)