Helping a new product for infants take its first steps.
BioGaia’s Probiotic Drops with Vitamin D3 product had launched and sales were still at a crawl. The brand had great brand recognition in one treatment area, but needed to reach the hearts and minds (and cribs) of consumers and let them know there was more BioGaia could do for their little one. Colour ran an integrated digital campaign including SEM, programmatic display, and influencer content to get the message out, and in the process uncovered 3 new key customer segments.
BioGaia achieved a lift in brand awareness for those that didn’t know about the brand, experienced increased sales and were able to educate future customers about a product category they didn’t know existed. The lessons learned caused the marketing team to re-examine how they approached all of their marketing to incorporate the segmentation methods learned from the digital campaign.