Switching from a business-centric media strategy to a customer lifecycle approach for a leading infant nutrition brand
Our client, a leading infant nutrition brand, has 1000 days (from pregnancy to a toddler’s second birthday) to connect with and retain their audience. The brand’s media was set up around product lifecycles, with campaigns going live seasonally – even though there is little seasonality to how babies are born. To maximise effectiveness, our client needed to switch from a business-centric media strategy to a customer lifecycle approach, with tailored media addressing individual customer needs at the right moment for each unique family.
Merkle responded to the challenge by designing and delivering a full-scale transformation plan across strategy, data, delivery and the organisation itself. We helped the organisation to switch their marketing to be focused much more around individual customer needs throughout their thousands of unique personal journeys with the brand.
Our strategy responded to this challenge by ensuring that media activation was always-on so that our client could capture parents as soon as they entered the marketing funnel. Once they began their journey, we tailored the media creative and messaging to the age of the child and the parent’s level of engagement with brand.
In order to achieve this, we moved the client away from purely utilising third-party data and broad audiences, to leveraging their own first-party data from onsite visitors and club members to identify where each customer was in their 1000-day journey and journey with the brand. We also transformed the way budgets were allocated, removing siloed planning and instituting an integrated approach.