iMamma, the leading Italian app for fertility, pregnancy and a baby's first year, replaced its basic in-app chat with Octopus Community's native SDK in May 2026. Within three and a half months, nearly half of its tracked users had joined, community members opened the app 1.9x more often than everyone else, and a 7-day gamification contest produced some of the highest engagement-per-member numbers Octopus has ever measured.
47.4% of iMamma's tracked users have joined the in-app community
1.9x more app sessions for community members vs. non-community users
72.3% of community members return more than once, and 30% have visited 8 times or more
18% of community members are Contributors (posting or commenting), one of the highest contributor rates Octopus has measured
A 7-day gamification contest produced the highest engagement-per-member week Octopus has ever measured, with its top member alone racking up 2,133 comments and 18,202 reactions in a week
More than 20% of iMamma's daily users visit the community every day
iMamma is the leading Italian app for fertility, pregnancy and early childhood, guiding women from trying to conceive through their baby's first year, available on iOS and Android. Founded in 2011 and based in Milan, iMamma has built a large audience around the app over the years: a successful blog drawing hundreds of thousands of readers, a Facebook page and group with more than 120,000 combined followers, plus active Instagram and TikTok communities.
Before Octopus, the community living inside iMamma's own app was a basic chat: hard to maintain internally, slow to evolve, and without automated moderation. Bringing a full community into the app meant lower ongoing maintenance costs, faster iteration and better community topic organization.
Today, iMamma's community runs on more than 50 groups, organized around the app's three personas: Fertility, Pregnancy and Baby. The structure grew with its members, from trimester-specific groups to newborn care, so every woman finds the conversations that match where she is.
These persona groups were designed to take over from the app's former chat. The chat was very active for small circles of regulars, but most users felt left out and not always welcome there. The community had to keep that closeness for the core members and open the door to everyone else.
Within three and a half months, 47.4% of iMamma's tracked users joined the in-app community, a striking rate for a feature that took over from a chat only small circles of regulars really used. For an app built around a life stage most women go through only once or twice, that kind of adoption points to real relevance.
Shortly after launch, iMamma ran a 7-day gamification contest: even with just a modest prize at stake for the top-ranked members, the top member racked up 54,703 points in that one week alone. It drove the highest engagement-per-member period Octopus has measured for any client, so intense that Octopus extended its entire gamification level scale to keep up. That new scale is now the default for every new Octopus community, not just iMamma's.
iMamma's own team built auto-follow logic on top of Octopus's group structure: as a woman moves from trying to conceive, to pregnancy, to caring for a newborn, the groups she follows update automatically, so her content evolves with her without any setup on her part.
iMamma's editorial content now feeds the community directly. Each article in the app carries a Bridge post: one tap opens a discussion dedicated to that article, in the group it belongs to, such as pregnancy week by week, symptoms and check-ups, or newborn care. Readers compare experiences, ask follow-up questions and meet women going through the same stage, then jump back to the article from the discussion. Content that used to be read once now keeps mothers talking, and coming back.
Octopus customized its AI moderation rules for iMamma, based on a few guidelines from iMamma's team. Every post is checked before it goes live. Women trying to conceive, pregnant women and new mothers trust each other and share very intimate experiences. Rules on nudity and sexual content were therefore adapted to that context: a pregnant belly photo, a newborn picture or a frank conversation about conception gets published, where default rules would hold it for review. Safety rules go the other way and are stricter than the default. Octopus detects and bans fake profiles that ask mothers for their phone number, age or location, or try to pull them into private groups off the platform. iMamma gets notified of every ban and only reviews content when it chooses to.
72.3% of everyone who has visited iMamma's community has come back more than once, and members open the app 1.9x more often than non-community users. In a category where every app is fighting for the same few minutes of a new mother's day, doubling how often they open iMamma isn't just an engagement stat; it's a competitive advantage.
Since launch, a high share of iMamma's community actively contributes rather than just reads: 70.3% have read content and 18.0% have posted or commented, a contributor rate among the highest Octopus tracks across any client.
Three and a half months after launch, iMamma's community has become a habit its users have adopted, with members returning more, opening the app more, and contributing more than iMamma could measure before. For an app built on guiding women through fertility, pregnancy and a baby's first year, replacing a basic chat with a full community has become one of iMamma's most active features, and one of the most engaged communities Octopus runs for any client.
iMamma replaced its in-app chat with Octopus Community: 47.4% of users joined within 3.5 months and members open the app 1.9x more often.
The chat living inside iMamma's app before Octopus was basic: every new feature meant real engineering effort, and it had no automated moderation. Moving to a full community let iMamma tailor the experience to each woman's stage of pregnancy, reduce ongoing maintenance, and keep improving the community as part of its own product roadmap.
A modest prize for the top-ranked members by points, paired with a daily in-app ranking showing the point gap versus the day before, was enough to produce the single highest engagement-per-member week Octopus has measured for any client.
Octopus tailored iMamma's rules to the context, allowing pregnant-belly photos and frank conversations about conception that default rules would hold for review, while adding rules most communities don't need, like banning fake profiles that solicit mothers' phone numbers, age or location, or try to pull them into private group chats off-platform.
A Bridge post links a piece of app content to a dedicated community discussion. iMamma adds one to its editorial articles: from any article, a reader opens the conversation around it, in the matching group (pregnancy week by week, symptoms and check-ups, newborn care), and can jump back to the article from the discussion.
Community members open the app an average of 64.4 times over the measured period, against 33.8 times for non-community users. For a pregnancy and early-parenting app where daily or weekly check-ins matter, nearly doubling how often a woman returns is a strong signal the community reinforces the app's core purpose rather than distracting from it.
Most Octopus clients see community adoption climb gradually over months or years. iMamma's 47.4% adoption within three and a half months is unusually high: the former chat only ever reached small circles of regulars, while the community reached nearly half of all tracked users.
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