Purpose of Campaign

Identify and target consumers who will have an interest in a specific brand’s baby food and optimize the CPC of converting prospects.

Context

Baby food is one of the most considered, value-based purchases consumers will make. Parents tend to think long and hard about what to feed their infants and toddlers. Many brands have loads of website data and analysis through Google Analytics, but no insight into critical characteristics of visitors, such as whether or not they have children in the home and if so, how many, or if they are expecting to have children in the near future. Without this insight, brands are unable to model website visitors accurately for targeting purposes.

Audience

Young families with children, preferably more than one, who may be persuaded to try a new baby food.

Targeting Strategy

The first part of the strategy is obtaining a clearer view of current website visitors. To achieve this, the Digiseg Google Analytics plug can be installed, allowing Digiseg’s clients to overlay our audience segments with the Google Analytics dashboard as custom dimensions. The majority of a website’s visitors can be segmented over a 30-day period, and segment visitors based on number of children and lifecycle. Then a custom audience will be created for the baby food brand, composed of young families with the highest number of children.