2015 | Silver | Best Use of Digital Performance Marketing
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:
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.
Results and Effectiveness