Abbott – Pediasure

Abbott - Pediasure

Educate shoppers on product benefits to recruit new brand buyers with a lower funnel campaign

Case study
Pediasure, a child nutrition brand by Abbott, was able to communicate brand benefits and instill trust among parents of young children with an end impact of accelerated recruitment of new shoppers with the lower funnel promotional campaign enabled by Grivy. The campaign achieved its full-funnel impact of taking shoppers from awareness to offline store purchases with the collaborative efforts of Grivy and Dentsu. The brand was presented with a comprehensive view of consumers' purchase patterns through the journey with behavioral first-party data acquisition from click to transaction facilitated by the Grivy Growth Platform.
28>%
New brand buyers recruited for product trial with lower funnel digital campaign reaching the right audiences with right offers.
5>.3x
Return on Investment facilitated with minimized cost per customer acquisition model the Grivy Growth Platform integrating data from all channels.
82>%
Consumers turned nano influencers with the delightful experience of a binding and relevant purchase journey enabled by Grivy.
The story
A fun filled growth plan for kids!
Pediasure, a child nutrition brand by Abbott, with all the right nutrients in composition and a delicious taste to entice children, has proved rock-solid support through the crucial growth phase for children across the globe. By prioritizing good health and sound development of children, the brand is recommended worldwide as a true support for mothers in their role as a caregiver while inspiring children to achieve high in life with good health.
Abbott – Pediasure
The goal
Laying the foundation to brand loyalty
Pediasure was focused on recruiting new brand buyers by creating value with lower funnel targeted store promotion reaching well-defined audiences to drive offline store purchases. This was facilitated to success with a binding path to purchase enabled by Grivy. The brand further prioritized acquiring first-party data of those who participated in the campaign at each step of the journey with an end goal of validating and redefining their high-potential target segment. The comprehensive learnings with data insights could further be integrated into their growth strategy and help scale efforts to derive brand loyalty.
The solution
Mapping the plan to purchase for relevant shoppers with the added value of digital trade promotions enabled for store redemptions
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The result
A roadmap to brand growth with 28% new buyers !
Pediasure was able to accelerate the acquisition of new brand buyers with Grivy integrations of :
● Online-to-offline trade promotions in collaboration with upper funnel engagement drive by Dentsu enabled a full-funnel impact from click to store purchase.
● Tracking capabilities at each step of the Grivy user journey enabled mapping of consumers' behavior from their point of interest through intent to store purchase.
● Customer data acquisition of first-party consumer data with a mobile-first approach of validating participants and identifying the sought-after target segment for future efforts.
● Advocacy enabled with shares & referrals allowed consumers to share their happy experience and bring organic audiences to the campaign.
● The total brand equity study presented a comprehensive view of consumers' perception of the brand and its standing in the competitive landscape.

Thus, the brand was supported to achieve top-of-mind brand recall among newly recruited shoppers with the seamless experience of Grivy journey reaching them mobile-first to fit their plan for purchase. Further, with a sound understanding of their purchase motivation and brand perception, Grivy enabled the opportunity to redesign the relevance and impact of marketing efforts in driving purchase frequency and future growth.
Abbott – Pediasure
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
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Coupons
Digital-first coupons to redeem products in the offline store.
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Authentication
First-party consumer data collection and activation.
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Footfall
Call-to-action with location intelligence to find nearby stores.
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Advocacy
Share and referrals to drive earned media exposure.
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In collaboration with Grivy, we had a clear objective to acquire new brand buyers at scale while acknowledging their purchase motivations and brand perception. Grivy enabled a mobile-first approach to educate new shoppers within the category with brand benefits, initiating them on a binding journey to purchase. Further, first-party data acquisition at each step of the user journey, coupled with the total brand equity study, helped us visualize our market share and plan for future efforts with a well-defined target audience.
Rani Indrasari
Brand Manager

More ways to engage with consumers

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Shopping Lists

Influence buying behavior with planned purchases.

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Coupons

Activate consumers through online and offline stores.

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Cashback

Drive long term loyalty with instant cashback rewards.

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Receipts

Understand what's in the consumer common basket.

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Authentication

Acquire consented first party consumer data at scale.

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Footfall

Drive store traffic and measure conversions.

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Scanning

Unlock digital experiences through the packaging.

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Loyalty

Drive community loyalty with key retail customers.

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Landings

Lightening fast loading landing pages.

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Sweepstakes

Digital engagement programs.

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Surveys

Gather first-party consumption insights.

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Advocay

Digital word of mouth.

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Missions

Digital shopper missions.

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Rewards

Digital rewards in exchange for data.

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