CASE STUDY

Deepen Engagement

The parenting community is one of the most sought after demographic audiences. With moms as the number 1 decision maker in the family, once they have committed to a brand the lifetime value of moms as an influential ambassador is very important to any brand.

Brands want to engage with the 400k+ households in Ireland in a relevant and timely fashion within the context of moms’ life stages and decision making journey. Being part of the zero moment of truth for moms, and engaging with them with the offer, message, channel and creativity that best resonates with them guarantees sustainable results for any brand.

Our client is the largest community of moms in Ireland building engagement between moms and brands. With a growing competitive environment, a rapidly changing digital industry, and an increasing fluidity in user behaviour eumom needed support in developing their digital channels to position themselves as the leaders in the digital publishing arena.

francis@strategyguy.co.uk

THE GOALS

Increase the relevant membership base
Increase member engagement
Increase client projects and satisfaction

THE RESULTS

Migrated emails to new platforms and changed designs to increase email up to O/R to 65% and CTRs to 36%
Set up and managed PPC strategy achieving 0.40 cpc across 13 campaigns
Increased SEO traffic by 28%
83% increase in member recruitment
Managed over 200 client campaigns, with an 80% retention rate

THE APPROACH

A significant brand, digital and data audit to understand our members, processes and clients for opportunities and challenges
A brand redesign to resonate with moms of today, providing a longitivity in the brand visualisation and tone of voice
The launch of a mobile-first responsive website suitable for the content consumption of the ever growing 60%+ mobile mom
The implementation of a content strategy influencing the whole organisation
A change in all internal process, making the brand mom-central and process driven
Innovation in all channels to cater for the changing needs of brands and digital agencies introducing desktop and mobile ad formats, email campaigns, native advertising, sponsorships, competitions, and offline campaigns such as print and events
Working alongside key agencies on SEO, development, email, databases, display and managing in-house PPC campaigns
A launch of behavioural email strategies to match audience life stages and behaviours
Developing a thought out social strategy to feed into business goals
A re-launch of all messaging and brand representation when communicating with brands and agencies to showcase the new brand, engagement tools and digital campaigns

Get in touch if you want to talk through your challenges.