Malaysian Media Awards Winners Showcase





2015 | |

66,000 Moms acquired, at 9x lower cost

Advertiser: SCA Hygiene Malaysia
Brand: Drypers
Creative Agency: -
Credits: -

The Challenge
DrypersBabyClub was a new online CRM platform for millennial parents. Agency’s role: drive membership (Moms with children aged below 3)

Insight, Strategy and the Idea
INSIGHTS:

  1. Moms don’t announce pregnancy on Facebook
  2. Don’t disclose age.
  3. No seasonality for pregnancy. These factors make media targeting extremely difficult. But, we know Moms online behaviour varies in parenthood cycle:
    1. Pre planning:search for pregnancy tips.
    2. Pregnancy:ecommerce sites for baby products, Moms’ Facebook groups.
    3. After birth:parenting sites, Facebook for right diaper size, nutrition, child’s motor development.

STRATEGY: Mirror Moms’ parenthood cycle to drive targeted digital placements.

IDEA: We knew Moms are powerfully attracted to baby images that awaken their maternal instincts. Hence our media placement needed to ensure adequate baby images to grab interest. After grabbing interest, we could convey membership benefits, driving conversion.

Media Execution
Campaign frequency set at 3, maximizing unique reach. Focusing on mirroring parenthood, Agency selected following platforms based on good conversion history.

  1. Facebook: targeting baby pages and e-commerce. Highest budget concentrated here, for medium’s reach, visual impact (babies images).
  2. Search ads: convert active consideration to membership.
  3. Long tail strategy: Parenting sites. We had three optimization phases:
    • EARLY: A/B creative testing on colours, imagery, message used.
    • DURING: •multiple ad sizes to appear in more ad network websites, monthly creative copy refresh. •Arbitrage between mobile (high conversion rate, higher cost) and desktop (lower conversion, lower cost). •Determining saturation, to modify targeting, including: *Female sites included after parenting sites saturated *FB targeting changed from 25-35 years to 20-44,20% improved results.
    • MULTISCREEN: TVC with “sign up for DrypersBabyClub on www.drypers.com”, Search results improved 30%.

Results and Effectiveness

  • Amazing launch, 66,000 Drypers Baby Club sign-ups in 8 months, a global client record!
  • 28% increase in brand loyalty.
  • 17% sign-ups increase, during multiscreen campaign.
  • Digital recruitment costs 9x lower than client’s own offline costs.
  • Malaysia DrypersBabyClub becomes one of global best practices.