Objective
Enfamil Case Study
Enfamil Case Study
Objective
the right audiences and the right places to reach them
updates to the 40M+ parents who shop at Target and other affected audiences
Solution
Solution
The campaign focused on sharing Enfamil’s safety precautions as well as demonstrating their efforts to keep production lines moving. To do this, Roundel developed display ads that drove traffic from premium-publisher sites to two landing pages on Enfamil’s site. Those pages featured helpful updates on how Enfamil was handling the crisis and videos of interviews with employees from across the company.
Publisher sites via Bullseye Marketplace focused on reaching families and parenting (e.g., Dotdash Meredith sites including Real Simple and Martha Stewart, and Raptive creator sites like Cooking Classy and Half Baked Harvest, shown in the visual example).
Results
Running exclusively on a higher funnel channel and utilizing an awareness strategy, the campaign saw boosted reach, and Enfamil achieved $12.5M in total influenced sales.
impressions driven by campaign
unique guests reached
click-through rate
video click through rate
product views from display
of guest baskets averaged $95
new influenced guests
new guest percentage
Conclusion
Enfamil was able to educate parents and those buying for infants about what they were doing to address the shortage in a way that truly paid off. Industry shifts are unavoidable, but transparency and visibility help shoppers trust your brand. Working with Roundel helps you:
Respond to shifts early with campaigns that address customers’ needs.
While guests browse relevant content, keep your brand’s products at Target top-of-mind.
Understand your customers’ behaviors and preferred platforms.
“Roundel has been a great partner, supporting us and Target guests during uncertain times. Throughout this campaign, we have collaborated effectively, adapting and learning together. We sincerely appreciate the teamwork and flexibility!”
Maria Bondareva, Senior Enfamil Key Account Manager at Reckitt
