CASE STUDY
Club Familias, personalized content to care for the health of young and old
Areas
User personas. Behavioral insights. Optimización on-page. Creación de contenido de valor. SEO. Lead nurturing. CRM Strategy
Ordesa has been working in innovation and product development for nutrition and wellness for over 75 years. It needed to enhance its strategy for attracting, converting, and retaining consumers. To achieve this, we proposed the rebranding of the Parents Club, its successful content portal with medical endorsement on health, nutrition, and development for children and their caregivers. We developed a new digital identity and a content strategy to make the user feel accompanied and part of a community at every stage of their Journey. All of this supported by a technological system that enhances automation.
Laboratorios Ordesa is a Spanish family-owned company, with over 75 years of specialization in infant food and nutrition. It has been a pioneer in introducing innovative products such as the first hydrolyzed or gluten-free cereal in the Spanish market, and also offers supplements for women's wellness and nutritional supplements for seniors, as a result of its constant commitment to innovation and research.
The company needed to reposition the Parents Club, a content portal with medical endorsement on caring for the little ones, to make it more inclusive, that is, to accommodate all types of families and all family members, including the senior target. Increasing the visibility of its content, expanding the database, and optimizing the CRM strategy to achieve a higher customer retention rate.
The (new) adventure of growing together
Our marketing strategy started by redefining the brand's digital identity beginning with the rebranding of the Parents Club portal. To do this, we proposed a new name for the platform, Club familias; we defined a new claim that conveyed inclusion, trust, and closeness: “the adventure of growing together”; and collaborated with illustrator Sara Mengual to create a series of illustrations that conveyed the brand's values with a current, visual, and distinctive language.
To strengthen the large community of users who visit the website, we developed personalized content that could add value to customers at every stage of their Journey. In this regard, we created a section for personalized product samples - to choose according to each family's needs - which were previously not centrally managed. This new system also incorporates email notifications reminding users of sample availability.
Proactive one-to-one communication
In order to capture registrations of pregnant women or those who had just had a child, we developed two guides containing comprehensive information, infographics, and illustrations to accompany them throughout the process. In the Pregnancy Guide and the First Year Guide, with 50 articles each, the most important changes experienced by the expectant mother and the different phases of the child's development are explained.
Regarding our content strategy, we publish a significant number of posts per month based on the real-time interests of users identified through keyword research. That is, the content is written based on keywords or search terms relevant to the user, and therefore, to the business. For the automation and personalization of communications, we have implemented Hubspot.
Join and share!
Since we relaunched the Club familias platform, there has been an increase of over 100% in the number of visits. Additionally, users share the content much more and do so mainly through applications like WhatsApp, acting as micro-influencers with their recommendations, but also on social networks like Pinterest, demonstrating not only the quality of the content but also the illustrations created by Sara Mengual.
“El proyecto Club Familias nos demuestra, una vez más, la importancia de diseñar una estrategia de contenido centrada en los intereses reales de las personas.”
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