Case Study: Owning the First Foods Conversation
Many parents avoid feeding their babies yogurt as a first food due to the admonition against cows’ milk until one year of age. Our client wanted to disabuse this erroneous notion as the American Academy of Pediatrics recommends yogurt at 6 month’s of age.
The Goal
Dispel myths about yogurt and babies
Educate pediatric professionals about the features and benefits of yogurt for babies
Arm pediatric professionals with the resources they need to encourage yogurt consumption—and recommend the brand
The Program
Regular outreach to 6,000 pediatric professionals with physical education kits
Educational materials for both professionals and consumers focused on the introduction of first foods
Brand-specific information and coupons to drive trial and loyalty
Ongoing research with pediatric professionals and consumers to measure the impact of the outreach
Targeting
General pediatric offices
Geo-targeted to match key sales markets
Professional targeting updated regularly to reflect changes in marketing strategy
Content & Creative
Results
Earlier recommendations and consumption of yogurt
High levels of perceived value by professionals and consumers
Increased intent to recommend and purchase
Time to See What Pulse Can Do For You
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