Timing beats reach when relevance is right.

In our collaboration with Newbie, we activate around a key milestone in an expecting parent’s journey: 100 days until the due date. By meeting the audience exactly in that phase – with content that reflects their current needs – we create communication that feels instantly relevant.

The results so far clearly show the impact of the right timing: the activation drives CTRs of up to 19%.

Why does it work so well?

A concrete moment creates instant relevance

“100 days to go” is more than a countdown, it’s a mental milestone. This is when many shift from thinking to actually preparing. When comm

unication is tied to that exact moment, it becomes hard to ignore.

The right content in the right context reduces friction

Instead of broad communication, we work with clear and curated content. This makes it easier to absorb the message and take action immediately, without having to filter out what doesn’t feel relevant.

From reach to timing

This activation shows a clear shift: from focusing on who we reach to when we reach them. When communication is anchored in a real-life moment, not only does relevance increase, engagement does too.

At Baby Journey, this is at the core of how we understand our audience. By following users through pregnancy and early parenthood, in real time and over time, we gain a deeper understanding of how needs evolve across the entire journey.