THE CHALLENGE
Mothers started asking the internet instead of the doctor.
We made the page answer.
Launch a new formula as buying moved online at speed. The plan on the table was the category’s usual growth-and-development launch, pushed through standard product pages and ads.
THE GROUNDWORK
Search and shopper research into what mothers were asking, where they hesitated, and who they used to ask.
GLOBAL INFANT-NUTRITION BRAND
Every channel led to the page where the decision was made.
THE TURNING POINT
The doctor had left the journey.
During the pandemic, immunity became mothers’ first worry and clinic visits fell. “Will this protect my baby?” used to be answered in a clinic.
Now it was typed into a search bar late at night, and the product page had to do the doctor’s job.
The doctor → A search bar, late at night
THE APPROACH
THE IDEA
Build every communication around her decisions, not the product’s features.
WHAT WE BUILT
Every channel led to the page where the decision was made.
THE RESULTS
AGAINST THE OBJECTIVE
Capture and sustain market share for the new formula as maternal purchasing moved online.
Healthcare reassurance, delivered on the page where mothers were asking.
Scope : consumer experience framework, shopper journey, e-commerce strategy and creative, sponsored assets.