The Campaign

Wyeth Nutrition ‘s business is mainly driven by Wyeth Maternal (targeting pregnant mums), S-26 (targeting mass mums) and illuma (targeting affluent mums). Although these segments are clearly different, conventional media planning approach classify them very similarly (i.e. Female 25-35 who looked for parental information). As a result, ads of all 3 brands will aimlessly end up in Baby Kingdom (HK’s biggest & monopolistic parental portal), causing wastage. While we acknowledge the importance of Baby Kingdom, we want to optimize our investment in the portal, at the same time expanding our media space and increasing message relevancy. We have identified A few key steps to take: 1. Create an audience pool with data and segment by their needs. 2. Based on audiences’ needstate to serve product messages that are relevant 3. Move consumers along the purchase funnel especially driving product trials 4. Synergize and optimize marketing investment with cross brand learnings

Creative Execution

Despite 99% similar media behavior, based on researches and past learnings we learn that the 3 segments do show different interest level on different parental information and have different habits in their daily life. Their digital footprint provided first clue to differentiate them. But since their difference is so small, we needed to begin with a large audience pool so as to magnify the difference. Partnering with Google , a 3rd party data base named “AlikeAudience” and crossmatch with our CRM data, we are able to overlay different layers such as information searched, location data and spending patterns on top of digital footprint, to gradually unveil the audience’s identity. By feeding and measuring the real time response of each creative, machine learnings enable us to further fine tune the way we personify audiences, eventually helping us to predict the nature of next audiences who “look alike. We approached Google’s database by singling out those visited Baby Kingdom or searched for relevant information, while applying specific filter for each type audiences. Audiences are identified by Cookies and UDID. As they visited any website that falls into our programmatic network, different creative such as thematic TVC, testimonials and call for actions banner will be served based on the stage of consumer journey they are in. Partnering with Baby Kingdom, we even setup Hong Kong’s first private-programmatic-marketplace (PMP), being the ONLY ADVERTISER able to access the portal’s premium inventory with programmatic buying! Retargeting and copy rotation helped us move consumers along the path until they performed a desired action (goal) including trial redemption, visiting our website or registering for an activation. Referencing the performed “desired action”, we could precisely determine the parental stage that the user is in and re-use it for other brands in long term.