Employees make the difference—German drugstore and most beloved brand dm-drogerie markt focuses on real people in the baby and children's sector

In an emotional video campaign for expectant parents and young families, dm brings its consulting and product range expertise to life digitally—conceived and produced by WongDoody.

Stuttgart,February 2, 2026

The market for baby and children's products is highly competitive, with companies making similar promises and using similar images.

dm-drogerie markt has consciously decided to take a different approach: instead of idealized advertising messages and external testimonials, a new digital video campaign focuses on the people who make a difference for customers every day—the dm employees in dm drugstores.

Expectant parents and young families today are not looking for perfect images, but for guidance, understanding, and advice from a trusted partner, not a vendor. This is precisely where this campaign comes in: real dm employees from the baby and children's department talk in short, channel-adapted video formats about typical questions, uncertainties, and everyday situations faced by young families—directly from the dm store, where consultation actually takes place.

‍

Family experience meets drugstore expertise

Many of the protagonists are parents themselves, or are close caregivers to children. They combine professional expertise with personal experience—honestly, approachably, and without marketing clichés. The films deliberately follow the social media style of the respective channels: short, direct, and true to life. The result is a digital campaign that not only broadcasts, but also sparks conversation.

The campaign was conceived and implemented by WongDoody. As a long-standing partner of dm, we were responsible for the strategic concept, the creative campaign architecture, and the conception and production of the moving image formats. The focus was on a clear change of perspective: away from staging and toward genuine encounters.

‍

A strong foundation: 70 years of experience

The communication is complemented by dm's private labels babylove and Alana, which together look back on around 70 years of experience in the baby and child sector. They are not the focus of the campaign, but they underscore dm's expertise and form the basis for advice and product range.

“With this very authentic campaign, we are able to emotionally connect the triad of our performance as a retailer, the core of our dm brand, and our working community—with our employees, who are parents themselves, at the center,” says David Heße, Head of Strategic Communication at dm.

The campaign will run from the beginning of February to mid-March 2026 and will be featured on dm.de, in the dm app, and on dm's social media channels.

Read more in the German press (German only): 

• Campaign Germany: Simple Yet Moving: dm Celebrates the Empathy of Their Employees
• ‍Horizont: dm-drogerie markt Delivers a Moving Dove Moment With Their Own Employees
• ‍Marketing Scout: Real Consultation Not Ad Images: dm With a New Campaign From WongDoody