“Huggies knows that pregnant women are optimally targeted for a short period of time.
The study showed that during the different trimesters of pregnancy, women respond better to different messaging. How to target them specifically within each trimester?
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.
We partnered with Tencent. Tencent allowed us to use the most number of data points to identify women in the different stages of pregnancy. We used their DMP to target pregnant and young mothers optimising against this one key KPI.
Our trimester-targeted creatives blew away benchmarks, with a 400% improvement on click through rate. This increased targeting and engagement translated into impressive sales results with strong improvements year on year of +9%. Despite the sheer quantity of digital campaigns run on the Tencent ecosystem this campaign won the A class campaign award.”