Case Study

Emma's Diary

Emma's Diary is the largest UK Pregnancy App allowing women to track their pregnancy and receive exclusive offers which align with the current stage of their pregnancy.

Emma's Diary

The Challenge

The existing Emma’s Diary app was suffering from low engagement and a high churn rate. Lifecycle Marketing, the owners of Emma’s Diary needed to redevelop the app in a way that would enable them to retain their existing user base and grow it by keeping new users engaged.

The Challenge

The Solution

We developed a bespoke cross platform mobile app and cloud service that allowed users to interact with Emma’s Diary content and receive marketing push notifications sent from our Marketing module.

The app integrated with all of the Emma’s Diary API’s to display content natively in the app, including a mobile advertising platform to better serve users specific to their stage of pregnancy.

We also deployed SSO authentication so that Emma’s Diary users could use the same user account across both the Emma’s Diary website and app. After the launch of the app, we provided ongoing feature development, maintenance and support with 99.999% uptime.

The Results

The app helped to grow the user base from 120,000 to over 360,000 in the first 10 months post-launch. It has since then grown from 360,000 to 700,000 to date. Our platform also provided Lifecycle Marketing with better insight of which of their customers were engaging with their pregnancy pack scheme.

The Results




Push notifications sent




“White Label Loyalty worked very closely with us at Emma’s Diary to build and roll out our App. Through innovative thinking and focused solution delivery provided by WLL we were proud of the end product that enabled us to improve consumer UX as well as improve targeting/engagement.”

Gareth Huxtable

Gareth Huxtable - Finance Director - Lifecycle Marketing

Media Gallery

Want to find out more?

Get In Touch

Fill in our contact form and one of our loyalty specialists will get in touch to discuss your requirements.