The Campaign

To maximize return from our investment, we wanted to understand our audience better to serve the most relevant message. With more relevant storytelling, we wanted to create brand preference and help audiences move along the purchase funnel (defined as “awareness”, “consideration”, “trial” and “purchase”), eventually yielding a higher ROI. 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 marketing investment with cross brand learnings and optimize plans for better conversions

Creative Execution

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.

Looking beyond conventional media matrix, we can now expand our KPIs to consider “precision” of our targeting and taking away “media placement” as a variable to evaluate each creatives fairly. After launching the big data initiative in 2016 Q2, on average: - Identified 198K pregnant mum & 272K mass mum respectively. Machine learnings allow us to expand our audience pool and engage even more unique quality prospect with “look alike” characteristics - Campaign’s cost efficiency significantly improved (measured against 2015 & 2016 Q2): o Cost per click lowered by over 30%, o Cost per view of videos lowered by 50% o Bounce rate over on our landing pages lowered by 20% Most of all, we can now help consumers to move along the purchase funnel to relate sales with marketing investment more directly!

We unleashed the potential of big data for infant formula milk brand Wyeth Nutrition by forming a strategic alliance between Google, Baby Kingdom and the client Wyeth Nutrition to leverage data (Google, 3rd party database AlikeAudience, CRM data) to develop audience insights, segmentations and targeting strategy.

Insights, Strategy and the Idea

With 99% similar demographic outlook, our 3 target segments share similar media behaviors. Conventional media planning always leads us to BabyKingdom, like telling us to find a “triplet” in a particular “room”, but couldn’t tell who is who. However, based on consumer studies, CRM insights and past campaign learnings, we learn that the 3 segments do show different interest level on different parental information and have different habits in their daily life. We wanted leverage on this 1% uniqueness to identify them, not only to give the most relevant message but also be able to trace them even they walked out of the “room”. In long term, we wanted to adapt messages from different product as they travel along the parental journey, to achieve long term business goal.