Reaching newborn
audiences

Overview

Customers that buy often make repeat purchases as the product is high-calibre and great value.

My 1st Years presented us with the challenge of increasing their brand awareness to prospective customers, in order to increase the brand advocate base. It was also key to interweave these new prospective audiences into the wider media strategy and ensure that new intent was capitalised on, driving these users through the funnel to conversion online. We worked closely with My 1st Years to build a coherent social media strategy across Facebook, Instagram, Pinterest, Snapchat and Twitter in order to achieve incremental reach at the right time. This would ultimately strengthen the brand profile and raise consumer awareness of their range of products. We mapped out a brand strategy targeting three broad core audiences and capturing those that had qualified intent through Dynamic Product Retargeting.

Results

Baby steps, big impact

Through a cohesive social strategy that carefully segmented new audiences with the right content at the right time, we were able to break through the cluttered e-commerce gifting space.

Pairing the strategy with best practice social content led My 1st Years to see fantastic results:

3x

GREATER THAN INDUSTRY
BENCHAMRKS

28%

LIFT IN THOSE TARGETED
RECALLING THE BRAND

11%

INCREASE IN AWARENESS
AGAINST KEY COMPETITORS

Disciplines

Social strategy
Paid media planning and buying
Optimisation and data analytics

Sector

Retail

Further projects
  • Lancôme

  • L’Oreal