Objective:

Introduce a nutrient-rich, innovative new baby formula to 4 distinct maternity-focused audience segments. A combination of targeted messaging, an online library of baby information, recipes for keeping moms healthy while taking care of their babies and email RM was designed to build brand and product loyalty in audiences that had no prior knowledge of a product that had never existed until just that year.

How did we get there?

The team carefully identified that resonated with each of the audience segments, mapped out topics against pre- and post-natal calendars and worked under tight rules set by government agencies

My contribution:

• Content Audit of client offline assets

• Competitive Audits of main competitors

• Stakeholder Interviews

• Content Plan that defined the tagging schema for tailored audience user paths, a library of relevant online content and email timed to childhood development landmarks

• Subject-Matter Research to source reliable medical information from valid and accredited institutions for copywriting source materials

• Editorial Guidance for pre- and post-natal advice articles

• Content Matrix that tagged content for audience segmentsI

• Editorial Planning and Linking Strategy for monthly emails