Bryant Ross

In today's data-saturated landscape, the ability to transform raw information into meaningful strategies is crucial, especially in emotionally charged categories like babycare. Join Bryant Ross, Director of Digital Commerce and Omnichannel Strategy at Kimberly-Clark, and Soche Picard, CEO of Arc (Publicis Media), as they explore how data-driven insights were harnessed to ensure Kimberly-Clark’s Huggies brand delivered on its emotional promise to new parents, from the moment they engage with the brand to the point of purchase.

In this session, you'll discover how comprehensive analysis of commerce media data, retail media networks, CTV, and social platforms revealed a disconnect between the emotional reassurance provided by Huggies’ marketing and the shopping experience for new parents. By collaborating tightly with their agency, the Huggies brand crafted a solution that aligns marketing messages with the emotional journey of shopping for babycare products.

Key takeaways include:

• Understanding how to use data to capture and analyze the emotions driving purchase decisions in the babycare market.

• Strategies for aligning emotional brand promises with actual consumer experiences at the point of sale.

• Techniques for integrating diverse datasets to create a seamless shopping experience that reinforces brand loyalty.

• The importance of iterative testing and open communication in bridging emotional and functional aspects of customer journeys.