Challenge:
Boost brand awareness and quality perception.
Background:
Though #1 in unit sales, TFY was troubled by low brand awareness and an unacceptably
low quality perception. Despite spending millions annually, their rankings remained
static. The client wanted to find ways to measurably and sustainably improve
its standing among target consumers (i.e., prenatal and new moms) and the key
influencers around them.
Solution:
Create a web experience where thousands of parents could interact with TFY,
one another and experts by leveraging an existing asset - TFY's Parents Council.
We believe that these interactions helped form a bond to the brand, which eventually
translates into higher rankings, and higher sales and profits.
Results:
Profits per Parents Council member increased 38%.
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