This campaign on Continente Online offered the cost of the delivery rate on deliveries of orders to pregnant women and new moms. In addition to the initial offer of this rate for one year, we defined a periodic communication plan with the adhering customers, consisting on mailing a biweekly newsletter with a theme that is relevant for this target group. Each newsletter not only reminds the customers of the 100% discount in the delivery rate but also integrates product and content, includes a list of the products related to the theme that are available in the online store and a theme video available in the baby’s universe of products. Some of the themes of this newsletter are hygiene, feeding and safety of the baby. The campaign was a success. We achieved 2000 registrations and over 500 new, frequent customers.