SuperBottoms boosts customer engagement with 'Parent Tribe' network

By

Isabelle Crossley

Published
Apr 10, 2023

Mother and baby care brand SuperBottoms is focusing on customer engagement to drive sales and its ‘Parent Tribe’ interactive group has become India’s largest parenting community on Facebook with 78,000 members. 

“Parent Tribe for us, at SuperBottoms, is our personal army of parents that are deeply involved with the brand,” said SuperBottoms’ CEO and founder Pallavi Utagi in a press release. “Beyond our consumers, our tribe is our evangelist which drives us to stay honest, innovate continuously, and curate and co-create top-of-the-line products. When someone joins the Parent Tribe, they become a part of a close-knit, loving, and ever-growing community of parents– and we become their partners in their parenting journey!”
 
As well as functioning as an online community for the brand, Parent Tribe is designed to provide a platform for parents to connect with each other, seek advice, and share their experiences. The Facebook group has grown significantly over the past year, according to the brand, which describes it as, “the most trusted community of parents across age groups and geographies across India.”

Following the boom in online shopping during the pandemic, brands have been focusing on innovative ways to engage their customers in an ever more competitive market. SuperBottoms has tapped into the rising demographic of millennial parents living outside of their extended family and community for reasons such as work. These customers are keen to mix traditional and modern knowledge and seek advice from their peers and creating an information-based community is helping SuperBottoms to increase brand loyalty. 
 
SuperBottoms’ online group also offers interactive activities including webinars and workshops on various parenting topics, and advice from paediatricians, nutritionists, and child psychologists. The group also offers access to exclusive deals and discounts on SuperBottoms products such as its new intimate wear range designed for mothers.