​Aspen Nutritionals reinvigorates S-26 brand offering

Recent collaboration with digital agency Deepend sees S-26 delivering a richer and more seamless digital customer experience

Aspen Nutritionals has given its S-26 range of baby formula a digital overhaul and streamlined its content marketing strategy, all in the name of consistent customer engagement.

“We had so much going on through all our different channels like our social media and our website, that it was really important for us to just start to streamline everything so our mums had a consistent end-to-end user experience whenever they were interacting with any of our channels,” Aspen’s digital marketing associate, Kate Brown, told CMO.

“Streamlining the content and content marketing is huge because it gives a clear and consistent messaging system for our mums. Obviously we use all our different channels for different things, but we want to make sure that whichever way they connect with us, they are part of a consistent S-26 journey.”

The brand worked with digital agency, Deepend, to reinvigorate the digital platform of the consumer brand, aimed at delivering a more seamless experience for parents seeking information and inspiration online. Designed as an innovative and useful tool, ‘Me and My Child’ integrates product information with relevant content to help support families across the various stages of development, from pregnancy to toddler.

The Deepend team refreshed the site design, layout and structure and worked to optimise existing content. The new portal features a responsive design to provide consistency across desktop, tablet and mobile.

“We wanted to provide a richer and more seamless experience for mums; we know that they’re always on the go, so ensuring our platform was mobile friendly was of paramount importance to us,” Brown said.


In a highly competitive industry, Brown said Aspen takes brand loyalty and innovation very seriously, conducting regular analysis every six months to see what else is going on in the market and to identify where the gaps are.

“We’ve always been a leader in our category but we’re always open to exploring digital ideas and digital strategies so that we continue to lead the way and be innovative, so that we are the go-to brand Mums come to when they are looking for information,” she said. “We’re a heritage brand with generations of consumers, from the grandmas to those that are becoming the new millennial mums.

“And we know that over time, these consumers have grown to know and trust our brand. There’s always new things coming onto the market, but I think where we’ve been in the market for so long and have a lot of different offerings, then that’s a great benefit.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in