LIFT IS NOW A PART OF MILE MARKER
To reach their 2030 goals, Lansinoh had to deal with large competitors and a complicated path to purchase:
Strong Competition: Our research showed that a main competitor, Momcozy, was spending much more on ads and seeing huge traffic growth. Lansinoh only accounted for about 9% of the spending in the category and had flat traffic.
Early Planning: Data showed that most mothers order breast pumps before the baby arrives. Lansinoh needed to connect with these mothers much earlier while they were still researching.
Modernizing the Brand: As a 40-year-old brand, Lansinoh needed to do more than just basic ads. They needed a large push to get noticed by modern expectant mothers while still keeping sales steady at major retailers
Awareness as the Core Driver:
Recognizing that performance alone wouldn’t win market share, Mile Marker pivoted the strategy to focus heavily on brand awareness. We deployed a multi-layered omnichannel plan across Meta, TikTok, and Search to ensure Lansinoh was top-of-mind.
Connecting with Expectant Moms:
To compete with companies that had more money, we partnered with websites for new parents like Babylist and The Bump. This helped Lansinoh reach mothers while they were making their baby registries.
Targeting Specific Groups:
We grouped audiences by their behavior, showing ads to mothers in different stages of pregnancy, new mothers, and even fathers.
Improving Retail Sales:
While we focused on awareness, we also made sure to drive sales. Using our Relay platform, we tracked when people saw an ad and helped them easily buy from Lansinoh’s website or stores like Amazon and Walmart.
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