Challenge: Wyeth Nutrition‘s business is mainly driven by Wyeth Maternal (pregnant mums), S-26 (mass mums) and Illuma (affluent mums). These consumer segments are clearly different but the conventional media planning approach classified them as one homogenous group F25-35 who searched for parental information. Therefore, ads of all 3 brands were invested in similar websites, causing wastage.
Idea: We formed 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. We overlaid information searched, location data and digital footprint to unveil audience’s identity and engaged them with the right message.
Results: Precisely identified 198K pregnant & 272K mass mums. Cost efficiency significantly improved (2015 VS 2016 Q2). Cost per click lowered by 30%, Cost per video views lowered by 50%. Bounce rate on our landing pages lowered by 20%.