Mead Johnson maximized brand exposure and increased qualified audiences with cost effective Yahoo Search Ad Solution

OPPORTUNITY

  • Yahoo search engine is a powerful source for parents on information about health, embroidery and nutrition. Mead Johnson wanted to maximize brand exposure and drive qualified traffic to the brand website for providing nutritional and health information. Adopting cost effective search solutions, the campaign targeted at parents who had great concern with the health and development of their kids, and hot topics like nutrition absorption and appropriate infant formula.

 

SOLUTION

Yahoo Search Ad Solution:

  • To cater to the customers' needs and maximize cost efficiency, Mead Johnson implemented multiple search solutions including Sponsored Search, Content March and Fixed Position Ad. Being present at all the touch points in the online searching platform, Mead Johnson could reach qualified parents and drive them to the brand website for solutions and updates.
  • Sponsored Search included a wide coverage of strategic keywords (both generic and niche) like "out-of-stock" and a constant monitoring of the bidding price
  • Content Match targeted to an incremental group of consumers, beyond just pure searchers, allowing for additional reach (impressions) and qualified traffic. The related message was delivered to the target audience when they were reading editorially relevant content.
  • Fixed Search Position - chose campaign specific and product specific keyword to ensure a 24/7 and “always on” exposure for the brand.
  • Bidding price was monitored regularly to maximize brand exposure. Content match was targeted to an incremental group of consumers

 

RESULTS

  • Sponsored Search - secured the first 3 ad positions and delivered 3M+ impressions
  • Content Match - delivered 63M+ impressions
  • Fixed Position - allowed for sustained brand awareness and minimized the loss of reaching potential customers.
  • The campaign successfully drove a lot of qualified traffic to the brand website
  • The campaign won the Best Use of Search Solution Outstanding Award in the Yahoo Big Idea Chair Awards 2014

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Campaign: Mead Johnson Search Campaign
Advertiser: Mead Johnson Nutrition (Hong Kong Limited)
Media Agency: Starcom MediaVest Group