SMA Baby Club - Go With Your Gut
Helping parents hear their own instinct above the noise.
My role: Creative Director, Nestlé Content Studio UK&I
Scope: Film, OOH, social, radio and digital
Motherhood comes with constant advice from every angle. Go With Your Gut gave parents a moment of reassurance, connecting SMA Baby Club’s expert support with the quieter voice they already have: Instinct.
99.4% increase in Baby Club sign-ups through Midwife Live Chat
+9pts Brand Affinity
The Challenge
SMA Baby Club gives new and expecting parents free, personalised advice from real midwives. Our challenge was to make that support feel relevant during a period often filled with uncertainty, while building a distinctive connection to SMA’s gut health positioning.
The Idea
When advice gets overwhelming, trust your gut.
We built the campaign around the contrast between the noise of other people’s opinions and the quieter voice of parental instinct. SMA Baby Club offered expert reassurance alongside a simple message: you know your baby.
Real words. Real handwriting. Real parents.
As Creative Director, I led the campaign’s creative development across film, design, social, radio and digital.
We shaped the script using real parents’ words, street-cast parents for the film and brought their handwriting into the campaign identity. Those contributions gave the work a personal voice, grounded in the experiences of the people we wanted to reach.
A moment of calm
The visual identity carried the idea into OOH, photography and design. Parents’ handwriting turned Go With Your Gut into a personal message of reassurance. The composition created a world of noise around our parent, drowned out at the point of connection with their child - the place of instinct.
We reinterpreted SMA’s purple, cream and gold through natural light, warm skin tones and colours drawn from dawn, daylight and dusk.
Across social, we created moments of calm within a busy feed.
The Noise & The Quiet brought the campaign’s central contrast into creator content and radio. For organic social, 30 Days of Affirmations offered a repeatable series of encouraging messages, tips and reminders to trust your instinct.
Content led parents to the SMA Baby Club website, where they could explore podcasts, downloads and affirmations, or connect with the Midwife Live Chat service.
Results:
44% brand memorability, 2x category norm
99.4% increase in Baby Club sign-ups through Midwife Live Chat*
*10 weeks since campaign launch vs 10 weeks prior
+9pts Brand Affinity,
82.9 vs 73.8 category norm
+12.5% above category norm in the Statement: "Parents believe SMA supports them through pregnancy & parenthood"
Nestlé Content Studio | Creative Director: Christian Haywood | Studio Producer: Andrea Robson | Project Manager: Katie Torpey | Design Lead: Greg Bland | Production Manager (EPM): Jessica Malicki | Partner Agency: The Liberty Guild
Armoury | Director: Chris Fowles | Director of Photography: Charles Mori | Executive Producer: Matt Hichens | Producer: Billy Rowlinson
Tenthree | Editor: Beth Roberts | Producer: Lottie Allister Crooke
Creative Outpost | Colourist: Aleandre Nerzic | Flame: James ‘Krispy’ Cornwell | Sound: Luke Isom | Producer: Andy Salem