Hipp Organic Target Mums Through Bounty.com
15/06/2006
HiPP Organic targeted expectant mums and mums with children at toddler age through an online campaign.
Taking an integrated approach, their objective was to engage expectant and new mums through an educational campaign.
Objectives
HiPP Organic
wanted to target mums-to-be and mums with toddlers with a view to increasing awareness of the HiPP brand and the benefits of eating organically during pregnancy and for feeding toddlers on organic food.
Therefore, they were keen to tie up with websites that catered for these demographics.
HiPP were also keen to drive traffic to the HiPP website in order to increase awareness and understanding of the full product range, including the HiPP Organic milks range.
The challenge
In order to reach out to their desired demographic it was important for HiPP that they could use a site that provided the flexibility to accommodate their objectives and enable them to effectively target each of the audience with the relevant message.
Bounty.com was seen as an ideal partner due to it’s strong affinity with expectant mothers and mothers with young children. 95% of the site’s traffic comes from women users and in total 70% of the users are either pregnant or have at least one child.
The campaign
The campaign incorporated the following elements:
- Feature article in “Your Pregnancy” and “Your Toddler” sections on bounty.com
- Mum-to-Be and Toddler eDM
- Advertising through Banners, Skyscrapers and MPUs
- Competition on bounty.com
- Link on Bounty.com newsletter
- Toddler online survey using Bounty’s research expertise
The results
The aim of the campaign for HiPP was to engage with consumers with a view to raising awareness of the HiPP brand and the benefits of organic foods. The success was measured by the number of users who clicked through the various links and viewing the featured articles, competition and survey entries, as well as registration with HiPP.
- Online advertising - 750,008 impressions , 1,275 click throughs
- Delivered 6,953 click thrus to Your Pregnancy section (16.43% click thru rate)
- Delivered 20,288 click thrus to Your Toddler section (17.28% click thru rate)
- 19,765 competition entries
The Toddler survey received 10,482 entries with 90% of participants also registering with HiPP; a further 3,328 visitors registered with HiPP through the featured articles