We created a world class paid media program. Using our data on our target audience, and the knowledge of how to reach Millennial Moms across the emotional, rational and societal spectrum, we developed a program that would deliver the right content to our audience at the right time through targeted digital and social media. The key to our program was ensuring each message was hyper-relevant, real-time and with a call-to-action that made today’s Millennial Mom’s life easier – allowing the FDOC to fulfill both the rational and emotional needs of our target audience simultaneously. Plus, by adding a highly shareable and relevant social media component met the societal need – creating a seamless integration between existing FDOC messaging, and the best parts of every Millennial Mom’s day.

Our strategy was to engage directly with the Millennial Mom throughout her purchase journey –capitalizing on the power of data to deliver personalized, efficient, real time and relevant messaging to our Millennial Moms through a world class paid media program. Our success was based on deep interaction and engagement with the audience, quantified by traffic to the FDOC content hub, the Florida Citrus website, and the time spent engaging with personalized content. We aimed to tailor messaging based on device and location – especially point-of-sale at brick and mortar retail locations, utilizing hyper-localized delivery, coupled with intelligent retargeting.

In six weeks’ time, our campaign our campaign revolutionized the online presence of Florida Citrus into a vital resource for Millennial Moms. We increased traffic by 950% year-over-year, driving 2 million consumers to floridacitrus.org. We shifted the Millennial Mom composition from 30% to 80%. Using the data collected from this Millennial Mom traffic, we served over 30 million custom display, search and in-app ads within grocery stores. By leveraging user data to target in surprising ways, our holistic media program combined utility, inspiration and personalization – influencing millions of purchasing decisions.