The Challenge
Peachies, a beloved baby-care brand, knew from anecdotal feedback that their products were making a real difference in the lives of parents. However, they faced a significant challenge: how to translate this positive customer sentiment into powerful, compliant marketing claims. They needed a robust system to gather data and a clear understanding of the regulatory landscape to make comparative claims with confidence and avoid misleading advertising.
Our Solution
We implemented a two-phased approach to provide Peachies with a comprehensive solution for generating and using customer-backed claims.
Phase 1: Compliance Audit & Framework
First, we conducted a thorough audit of the competitive landscape, relevant advertising regulations, and the independent lab testing Peachies had conducted on their own products and those of their competitors. This process established a clear and rigorous framework for what constitutes a compliant claim and provided the verified data needed to create a website comparison page designed to help parents make informed decisions. We defined the necessary qualifying information, data verification standards, and appropriate wording to ensure every claim would be transparent, accurate, and defensible. This gave the Peachies team a solid, compliant basis for all future marketing communications and a powerful tool to support conversion to subscription.
Phase 2: Bespoke Customer Polling System
With the compliance framework in place, we designed and deployed a targeted customer polling system. The methodology was crafted to gather specific, quantifiable data from their most loyal customers—subscribers of more than three months. The questions were carefully designed to measure key performance areas such as leak prevention, baby’s comfort, and time saved for parents. The system ensured a robust, transparent, and repeatable process for generating powerful marketing assets.
The Results
The project was a resounding success, equipping Peachies with a powerful toolkit of marketing claims built on verifiable customer data.
44 compliant claims from customers: We delivered a comprehensive library of 44 unique, fully compliant claims ready for immediate use on their website, in social media, and across their advertising campaigns.
Powerful social proof: The claims provided undeniable social proof of the product’s effectiveness, with standout statistics like “Peachies parents say their baby gets an average of 24 minutes extra sleep per night since switching to Peachies“
Clear competitive advantage: Peachies can now confidently make powerful comparative claims, such as “Peachies parents report 59.31% fewer leaks than with their previous brand.”
Tangible lifestyle benefits: The polling highlighted tangible benefits that resonate deeply with parents, including the fact that parents using Peachies “save an average of 45 minutes a week in changing time.”
By combining a rigorous compliance audit with a bespoke polling system, we empowered Peachies to leverage their greatest asset – a happy customer base – to build trust and drive growth.