Johnson’s Baby Case Study - From Demographics to Real-Life Decisions

(How parenting signals beat assumptions and doubled conversion)

The Challenge:

A global baby care brand was relying on broad demographics to target “parents” — but reach wasn’t translating to results. The opportunity? Shift from assumptions to actual signals by using first-party data to find real parenting moments and reorient the strategy toward authentic, high-intent audiences.

The Approach:

We designed and ran a cross-functional workshop to explore how first-party data could redefine parenting segmentation. By analysing CRM, search queries, and onsite journeys, we mapped not just who to speak to — but what to say and when. We identified the most effective claims and messaging by life stage, allowing the brand to tailor content to real needs. Media briefs and content plans were then rewritten to reflect these new triggers and benefits.

Key Moves:

• 🧠 Delivered workshop to activate 1P data across media, CRM, and content

• 🔍 Mapped behavioural triggers from CRM, search, and onsite journeys

• 🪪 Identified high-converting claims by life stage (e.g. newborn, teething, toddler)

• 👶 Built simplified segmentation tied to real parenting moments

• ✍️ Rewrote media briefs and creative strategy based on emotional entry points

• ✅ Advised global CRM and media leads on privacy-safe implementation

Results That Mattered:

• 📈 2x improvement in click-to-lead conversion on parenting campaigns

• 🌍 1P signal strategy adopted in 7+ markets and counting

• 💡 CRM and Search elevated in the brand’s internal media value model