WINNING FIRST TIME MUMS IN HUGGIES CLUB

TitleWINNING FIRST TIME MUMS IN HUGGIES CLUB
BrandKIMBERLY CLARK
Product / ServiceHUGGIES
CategoryC03. Data-Driven Targeting
EntrantMINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Idea Creation MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Media Placement MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Ravi Singh Mindshare Business Director
Nikki Khoo Ogilvy Malaysia Account Director

Why is this work relevant for Media?

In a baby product category where multiple brands are trying to reach moms at all lifestages, it is crucial to target the right audience of moms at the right lifestage, the right need state and the right moment for brand communications. To ensure precision targeting and wastage free activation makes the challenge even more difficult. Harnessing data signals across various media channels and formats for actionable media activation was the golden nugget we need to crack!

Background

To be a mum for the very first time is a journey full of anxiety, while in 1st trimester her main objective is ensuring a safe pregnancy, in her 2nd trimester she actively starts getting familiarized with the Baby Care category seeking recommendations from her friends and family. In the 3rd trimester, she is actively evaluating Brands for her first diaper purchase and that where the challenges get amplified as all baby care brands and infant formula brands are trying to reach to the same Mums audience.

Describe the creative idea / insights (30% of vote)

In this highly cluttered environment, the challenge was multifold 1. IDENTIFICATION & ADDRESSABILITY OF POME (first time expectant Moms) - How do we precisely & accurately identify & size our audience? 2. FINDING CONSTANT “MOMENTS OF ACQUISITION” - How do we acquire consumers across life stages / Good, Better, Best tiers? 3. RETAIN ACROSS CONSUMER JOURNEY - Arresting consumer churn while adding new consumers

Describe the strategy (20% of vote)

To address the above-mentioned challenges we created a single-view-of customer dashboard wherein we connected data signals from various touchpoints which helped with the following 1. Clear & precise identification of the audience - first-time Mums - across platforms 2. Identify the right moments of receptivity to convert at scale- by showing relevant messaging The catalyst or the winning strategy was the speed in identifying new media touchpoints and optimization of existing key media platforms to achieve the desired number of leads while maintaining sufficient reach in the desired target group.

Describe the execution (20% of vote)

To achieve our objectives we - Continuously improved FB performance which was a key platform by implementing: Detailed Targeting Expansion for Lookalike Audience, Pivot to a Cost Cap optimization, and ensured Creative Refresh upon Audience Saturation - Maximized FB’s leads contribution by updating Interest Targeting, Minimize platform changes to provide stability, and Leverage on Cost Cap Bidding, - Tapped into new media touchpoints of Search & affiliates into scale up the volume of quality leads with 60% clean leads getting contributed from the new platforms besides FB

List the results (30% of vote)

1. YTD - Delivered 30% more leads agsinst the target leads at a lower CPL of RM 6 against RM 7 2. Achieved 38% higher Avg, reach per month. Reached on an average 900K users across platforms as against target of 700K users

Describe the use of data, or how the data enhanced the campaign output

The Single View of Customer dashboard harnessing the collective data across multiple touchpoints, provides us a holistic view of our Expectant Mums to identify the right audience segment for each of our product offering. This enables precision marketing and personalised messaging based on the audience's lifestage, need states and motivation to engage with our brand. With this implementation, we achieved wastage-free targeting of our bullseye target audience for cost effective and efficient acquisition and lead generation.

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