Enfagrow, a brand by Reckitt Benckiser, succeeded in initiating first-time buys among mothers of toddlers by opening up to them the opportunity to try the newly launched Enfagrow Essential with a targeted promotional campaign unlocking a value offering on a strategically chosen SKU for prolonged trial and product acceptance. With the purchase journey enabled by Grivy, the brand was able to attract new buyers identifiable with their first-party data, onboard them across online and offline channels to a a seamlessly bound path to purchase to mini-market chains nearest to them. With data collected on these buyers along with the purchase behavior insights extracted from journey attribution, the brand was set on a path to conquer category growth with relevant information on its identifiable core consumers.
Enfagrow: Your little one’s ladder to Grow !
Enfagrow, a premium baby nutrition brand from the house of Reckitt Benckiser, is a part of the Enfa family of brands. The brand is committed to serving toddlers with the much needed nutritious support for healthy growth with products packed with essential nutrients and with highest care to quality.
Powering recruitment efforts with the lasting impact of relevant consumer data
For the newly launched baby nutrition brand, Enfagrow Essential, it was crucial to reach category buyers in the right light and the right time to cut through the category clutter and more so, to kindle trust and initiate product adoption among mothers of young toddlers. In this endeavor, the brand was supported by Grivy with a targeted trade promotion effort to attracting consumers online and taking them on an attributable journey to purchase offline at mini-market chains nearest to them. With first-party data collected and purchase insights extracted with pertinent questions and journey tracking integrated, the brand was presented with the opportunity top relevant future growth support.
A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!
3.9x uplift in brand recall accounting for brand growth with product adoption !
Enfagrow was enabled with the right strategy to maximize brand trials with Grivy enabled features of:
Thus, with this campaign the brand was able to drive impact of its promotional efforts in the right direction by targeting shoppers at the juncture of category adoption with nudge to try brand’s premium trustworthy product across online and offline channels incrementing reach and amplifying sales. Further with data support, the brand was able to well-equip itself with strategy to drive growth with relevant information on its core consumers.
