Helping Leading CPG Brand Connect With Growing Families Through Hyperfocused Marketing Automation
Helping Leading CPG Brand Connect With Growing Families Through Hyperfocused Marketing Automation
When a global consumer packaged goods (CPG) leader approached us, they faced a unique challenge. Their portfolio of products—pregnancy tests, prenatal vitamins, new mom supplements, and young kid vitamins—overlapped in audience but lacked a unified way to meet customers exactly where they were in their family-growing journey.
The goal wasn’t just to sell products. It was to become a trusted companion during one of the most important phases of their customers’ lives.
The Challenge: Right Message, Wrong Timing
In their previous campaigns, expectant and new parents were receiving generic promotions—often missing the emotional and practical needs that change week by week during pregnancy and early parenthood. Without context, even a relevant product could feel out of place.
We knew the answer was personalization, but not the surface-level kind. We needed to know exactly where each person was in their journey—down to the trimester or postpartum stage—and respond with the content, advice, and products that would truly help.
The Solution: Journey-Based Marketing Automation
We began by creating a smart survey that asked just the right questions to place customers in a precise life stage:
Planning for pregnancy
First trimester
Second trimester
Third trimester
Postpartum / “post-bump” phase
Early childhood
The survey wasn’t just a form—it was the key that unlocked a personalized experience. Once a user submitted their answers, our automation system placed them into a tailored content path.
The Campaign in Action
For example:
First trimester customers received supportive content about early pregnancy symptoms, nutrition tips, and prenatal vitamin education.
Post-bump moms got advice on recovery, energy supplements, and bonding with their newborn.
Parents of toddlers saw guidance on immune support, picky eating, and early development.
The email sequences weren’t purely promotional—they mixed product recommendations with expert-written blog posts, offering credible insights from healthcare professionals and parenting specialists.
This approach positioned the brand not just as a store, but as a trusted guide—someone who understood exactly what their audience was going through at each step.
The Results: Engagement + Revenue Growth
The impact was immediate:
Higher open rates and click-throughs due to perfectly timed content
Increased repeat purchases as customers stayed within their personalized journey longer
Stronger brand loyalty as families saw the company as a long-term partner rather than a one-time purchase source
By blending empathy, timing, and automation, we transformed a collection of overlapping products into a unified brand experience—one that customers felt was made just for them.
Final Takeaway:
This project proved what we’ve always believed—technology is only powerful when it’s human-focused. By combining smart automation with deep understanding of customer needs, brands can create not just higher sales, but lifelong relationships.
