Enfamil vs Similac

What Konnecto identified

User Journey

Gap identified:
Health-conscious moms (28-35) interested in purchasing the best formula for their baby,search Google for terms such as "best formula brands for my baby". This search leads them to "FlavCity with Bobby Parrish's" YouTube channel, where they watch videos such as "The ONLY Baby Formula I Would Give My Child...And Which Ones To Avoid!", This video reviews different baby formulas and their ingredients. In this video, Similac and Loulouka are named as the "cleanest" brands you can find in the market due to their ingredients. Some of these consumers end their journey at this point by converting with Simical and Loulouka, while others continue to search Google for terms such as "Cleanest baby formula". This search leads them to Whattoexpect.com to read articles such as "Best Organic Baby Formulas, According to Pediatricians and Parents", where Earth's Best ranks as the best formula overall. These consumers purchase Earth's Best's formula after being redirected to their official Amazon page through an affiliate link within the article.

Our recommendations:
Our platform raised five recommendations for baby formula brands to increase brand awareness and user acquisition for this consumer segment.

1. YouTube Advertising: Target this consumer group with YouTube display ads on relevant videos and channels such as FlavCity with Bobby Parrish, when they are most active (Saturday & Sunday, 18:00-22:00)

2. YouTube Partnership: Partner with FlavCity with Bobby Parrish's YouTube Channel to incorporate sponsored content and review videos on your brand's products.

3. Affiliate Partnership: Create or improve the existing partnership with Whattoexpect.com to incorporate your brand's affiliate links within the best performing relevant articles, such as "Best Organic Baby Formulas, According to Pediatricians and Parents".

4. Behavioral Targeting via Google Audience - Create a custom audience of health-conscious moms to effectively reach a consumer group with high conversion potential, using the unique keywords and domains we identified based on their online activity.

5. Display Ads: Target these consumers by using display ads related to your brand on Whattoexpect.com, at times and on days when they are most active. (Saturday-Mon 17:00-23:00).

Supportive Metrics

Youtube Channel:

FlavCity with Bobby Parrish
3.15M Subscribers

Affiliate Website:


6M Monthly Visitors


Google Audience:

Key words:

  • Best formula brand for my baby

  • Cleanest baby formula

  • Organic baby formula

  • Vegan baby formula

  • Healthy baby food

  • Meals for my healthy kid


  • Whattoexpect.com

  • Parents.com

  • Pickyeaterblog.com

  • Thenourishedchild.com

  • Todaysparent.com




2 Hours




Health Conscious Monthers (28-35)

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