Case study • JOHNSON’S BABY
Signals into strategy.
2×Click-to-lead conversion
7+ MARKETSCRMSEARCHONSITE SIGNALS
The brief
A global baby brand was targeting parents on broad demographics, but reach wasn't turning into results. The opportunity was to shift from assumptions to real signals, using first-party data to find genuine parenting moments.
The approach
We ran a cross-functional workshop on how first-party data could redefine segmentation. By reading CRM, search and onsite journeys we mapped not just who to talk to but what to say and when. Then we rewrote the media briefs and content plans around those triggers and benefits.
Key moves
What we did
- Ran a workshop to activate 1P data across media, CRM and content
- Mapped behavioural triggers from CRM, search and onsite journeys
- Found high-converting claims by life stage, newborn to toddler
- Built simpler segmentation tied to real parenting moments
- Advised global teams on privacy-safe implementation
Results that mattered
The numbers
2×
Click-to-lead conversion
7+
Markets and counting
CRM and Search were elevated in the brand's internal media value model.
James unlocked what first-party data actually means for parents, and turned it into action we could brief and measure.Global Digital Director, Johnson’s Baby
Work with me
Let me know what's stuck.
A short note about where things are jammed is enough to start. I'll tell you honestly whether I can help, and where the real problem probably sits.