Merkle responded to the challenge by designing and delivering a full-scale transformation plan across strategy, data, delivery and the organisation itself. We helped the organisation to switch their marketing to be focused much more around individual customer needs throughout their thousands of unique personal journeys with the brand.
Our strategy responded to this challenge by ensuring that media activation was always-on so that our client could capture parents as soon as they entered the marketing funnel. Once they began their journey, we tailored the media creative and messaging to the age of the child and the parent’s level of engagement with brand.
In order to achieve this, we moved the client away from purely utilising third-party data and broad audiences, to leveraging their own first-party data from onsite visitors and club members to identify where each customer was in their 1000-day journey and journey with the brand. We also transformed the way budgets were allocated, removing siloed planning and instituting an integrated approach.