With over a century of experience in caring for babies and toddlers, Nutricia has been trusted by generations of mums. However, the brand felt it could do more to care for expectant mums in particular. Insights showed that, during the first 12 weeks of pregnancy, mums longed to share their news but didn’t yet feel comfortable telling their family and friends. The concept and identity for online community Karimums was developed by Elmwood, as a word-of-mouth platform for Nutricia. It gives pregnant women a ‘secret space’ to celebrate the big moments in the journey towards motherhood. Karimums is now a vibrant, happy and thriving online space for thousands of mums. Nutricia has increased its engagement with expectant mums and connected with them on a much stronger emotional level. Most importantly, the community creates an atmosphere where mums don’t feel that they’re being ‘sold to’ by the brand.