Huggies knows that pregnant women are optimally targeted for a short period of time.
In the face of fierce competition in China, our objective was to maximise the relevance for Huggies in incredibly short windows of opportunity to maximise sales.
Our joint analysis on brand relevancy showed an extraordinarily limited window of opportunity when targeting expecting mothers, and that audience relevancy had the biggest impact on sales.
The study showed that during the different trimesters of pregnancy, women respond better to different messaging.
For example, product benefits are more important in introducing the brand during the earliest stages of pregnancy, as expecting mums research their new experience, while creating an emotional bond closer to the time of giving birth is actually more impactful.
There was therefore one key challenge that had to be addressed:
How could we optimally target pregnant women, not just during a short period of time, 9 months before giving birth, and 3 months after - but how to target them specifically within each trimester?
Chinese mothers proactively research different aspects of pregnancy online: sharing photos and following pregnancy WeChat accounts during this life changing journey. This leaves a rich digital footprint that can be used to better understand their pregnancy stage.
Through better analysis and utilization of this digital footprint, it would allow us to deliver the right message to a small audience of continually evolving pregnant women / young mothers at the right time - and with the right message on digital platforms.
Harnessing this digital footprint was key to achieving our objective. Targeting women during their pregnancy cycle and delivering the right message during the specific trimester.
This meant we had to segment our audience and tailor messaging accordingly to maximise relevancy and impact.
We were the first nappy brand in China to segment mothers into four groups and serve carefully created, relevant creative that matched the emotional and product needs of the audience at each stage
- Early pregnancy: first trimester
- Mid pregnancy: second trimester
- Late pregnancy: third trimester
- Young mothers: Mothers with kids 0-3 months old
Once the stage of pregnancy was identified the same women would need to be tracked and retargeted as they moved through stages of pregnancy.
Bespoke creative would then need to be delivered during the different trimesters to ensure maximum impact.
With a laser-targeted ambition, only programmatic could deliver this campaign. Allowing us to follow this constantly changing audience through their journey of pregnancy.
Normally this type of campaign would require a partnership with a mother and baby vertical but the environment was too cluttered and the data partnerships insufficient.
We had to seek out the best digital ecosystem to scrape our audience's digital footprint and achieve our target audience percentage reach.
We partnered with Tencent. Across their multitude of platforms, pregnant women were spending on average 4.2 hours a day.
Tencent also allowed us to use the most number of data points to identify women in the different stages of pregnancy (over 200), from the largest total pool of people (612m). We used their DMP to target pregnant and young mothers optimising against this one key KPI.
The executional success of this campaign depended on three factors
- A clear segmentation: Our audience segmentation was designed to follow the life cycle of pregnancy. Each stage was tracked and updated by Tencent in real-time. Tencent's big data leveraged were APP downloads, 2nd time APPs usage, QQ IDs, Tencent Video/News search data, QZone (photograph albums of 0-3 months old baby), WeChat Official Accounts and keywords across all platforms to be able to identify pregnant women in each stage.
- Delivery of trimester specific creative: Working with the client, bespoke creative was created to match the different trimesters. During the first two trimesters, early and mid-pregnancy women were targeted with a TVC that introduced the Huggies brand and product benefits, during the more emotional late pregnancy stage an emotional video drove a deeper emotional connection with mums. Finally, young mothers were served with an e-commerce display advert to drive conversion on JD.
- Continuous Optimisation: We launched 3 initiatives to cross-check and improve on performance which included:
o Frequency capping control over each stage of pregnant mums - by integrating QQ IDs into AdMaster system to cross-check and oversee frequencies being delivered each month.
o De-duplication between each stage to reduce impression wastage. AdMaster tracking codes were embedded on each stage and their movement for us to be able to accurately track the life cycle and accuracy of on-target% delivery.
o Validation of intrinsic audience via cross-platform validation - using different vendor's data pools to cross-validate the accuracy of on-target% captured.