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Wyeth is a brand loved by pregnant mums in Hong Kong. The ‘Universal Appeal’ is already in place.
 
However, the real challenge lay in recognizing that not all pregnant mums are the same. For instance, everyone is at a different stage of the pregnancy cycle. Their hopes, dreams and concerns vary accordingly.

We decided to take a data-driven approach to maximise the ‘Personal Relevance’ of the message being served at each stage of the consumer journey, thereby creating more effective, one on one conversations with them.

To do so, we partnered with Google to leverage one of the largest second-party data resources for cookies and GPS data. As users visited the websites in our programmatic network, different creatives - such as thematic TVCs, testimonials and call-to-action banners of respective products - were served based on the particular stage of consumer journey each user fell in. The results were phenomenal, achieving a 25% increase in CTR and a 127% increase in the number of conversions