Kimberly Clark vs Procter & Gamble

What Konnecto identified

User Journey

Gap identified:
Young and soon-to-be mothers (25-40) are searching on Google for "best postpartum pads" and "best sanitary pads for new moms", leading them to Madeformums.com and Medicalnewstoday.com. Consumers led to Madeformums.com to interact with the article "10 of the best maternity pads". In contrast, those led to Medicalnewstoday.com review the article "Maternity pads: What to expect and how to choose" appearing on Google snippet. These consumers finish their journey converting with "Always ultra Night", "Always Maxi", "Tesco Maternity Towel", and "Always Discreet" after being redirected to their Amazon and Target stores via affiliate links within the articles.

It is essential to mention that Poise does not appear in any of these articles.




Our recommendations:
Our platform raised four recommendations to increase brand awareness and user acquisition for this consumer segment.


1. Sponsored Content Partnership and Google Snippet: Partner with Medicalnewstoday.com to create dedicated content about your sanitary pads and include information in existing articles such as "Maternity pads: What to expect how to choose". Make sure to be included on Medicalnewstoday.com's Google Snippet to attract high intent consumers and increase conversions.

2. Content Creation and SEO: Learn from competitors' best practices, such as Always.com's Tips & Advice section, and create content articles such as" New Moms: Always There For Your Recovery" on your website to assist women of all ages, including new moms, in dealing with issues such as maternity and postpartum leaks. Include SEO terms such as 'Postpartum Leaks' and 'Maternity Pads' to elevate SEO positioning. Integrating said articles into social media channels using short descriptive paragraphs and links would increase brand awareness and website traffic.

3. Affiliate Partnership: Create or improve the existing partnership with Madeformums.com to include your affiliate links within the relevant content and best-performing affiliate articles, such as "10 of the best maternity pads", to attract high intent consumers before they interact with competitors.

4. Display Ads: Target these consumers by using display ads on Madeformums.com and Medicalnewstoday.com, at times and on days when they are most active. (Sat-Sun 18:00-22:00 ; Wed-Thu 09:00-13:00).

Supportive Metrics

Madeformums.com
252K Monthly Visitors
LINK


Medicalnewstoday.com
48M Monthly Visitors
LINK



IMPACT SCORE

5

IMPLEMENTATION TIME

1 Hour

INDUSTRY

CPG

SEGMENT

Young or soon-to-be mothers (25-40)

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