Moms are some of the most digital and media savvy consumers on the planet. They over-index for media against almost all audiences, except millennials.
We found that the category as a whole, was not meeting moms where they are to make an impact in their decision making process. They were relying solely on Television to communicate a message – not understanding that a mix of channels would be more likely to influence behavior.
We used our connections planning process to dig into audience insights and look at several mix options to determine the appropriate spend in each channel.
We also partnered with our creative team understand the creative implications we would need to consider once we brought additional channels into the mix.
We are currently developing a multi-channel campaign that includes in-store, television, print, digital, social and mobile elements.