Challenge In 2005, Contours Baby hit the market with the goal of serving as the premium brand that new and existing parents depend on for innovative, award-winning baby products.Even with proven success in the 13 years since its inception, ContoursBaby was still relatively unknown amongst their target market.It’s parent brand, Kolcraft, had to convince consumers to keepContours Baby top-of-mind when considering their baby product needs, starting with the newest addition to the Contours Baby family –the Bitsy stroller. StrataBlue developed a data-driven, hyper-targeted digital content creation and distribution strategy to get the attention of the savvy shopping parents that Contours aspired to reach. We certainly got their attention, in less than three weeks, we helped Contours realize an immediate and sustaining increase in Bitsy stroller sales.
StrataBlue collected and scrubbed first-party purchase data against third-party credit, loyalty, mobile, online and social data to gain greater visibility into the behaviors and affinities of the Contours Baby customer and develop data-driven insights based on real action and behaviors. We produced relevant video and static content to drive awareness and sales, focusing on the benefits of the high-end, yet affordable, quality stroller. We distributed this content across social media,targeting the right segment in the right place, in the right context, at the right time, with the right offer. Contours Baby has experienced an immediate lift in both brand awareness and sales but has also begun to establish a two-way relationship with its consumers – a necessity in today’s e-commerce world.By our calculations, Contours has already made back the ad dollars spent on the campaign – and then some – and continues to experience success
