ToBeMe

Although ToBeMe's customer experience was exceptional, it wasn't enough to attract new customers. Instead of losing them to savvy digital marketing by competitors, ToBeMe needed its own. The challenge was that there was no marketing data for us to draw from. No defined target customers. Just hundreds of happy mums who continuously referred the ToBeMe brand to other Mums. And that's how the idea of 'Share the Love' came to life.

ToBeMe

Without dedicated KPI's, campaign success is usually dependant on likes and followers, which wasn't as important to ToBeMe as attracting new customers. We equipped the internal team with a campaign plan and identity that articulated key launch channels. And our digital strategists also created audience types to test and implement on Meta, with specific metrics and realistic targets provided for ongoing monitoring.

Client

ToBeMe

Deliverables

Attracting new customers through referrals for an early learning centre.

Year

2021

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Overview

Although ToBeMe's customer experience was exceptional, it wasn't enough to attract new customers. Instead of losing them to savvy digital marketing by competitors, ToBeMe needed its own. The challenge was that there was no marketing data for us to draw from. No defined target customers. Just hundreds of happy mums who continuously referred the ToBeMe brand to other Mums. And that's how the idea of 'Share the Love' came to life.

Although ToBeMe's customer experience was exceptional, it wasn't enough to attract new customers. Instead of losing them to savvy digital marketing by competitors, ToBeMe needed its own. The challenge was that there was no marketing data for us to draw from. No defined target customers. Just hundreds of happy mums who continuously referred the ToBeMe brand to other Mums. And that's how the idea of 'Share the Love' came to life.

Our solutions aimed to do two things: 1. Through a Growth Plan for ToBeMe, we bypassed typical lead generation tactics and poor brand awareness by focussing on relationships and referrals. 2. After identifying ToBeMe's target personas, we created an integrated campaign to encourage word of mouth referrals through mum-get-mum referrals.

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Process

Without dedicated KPI's, campaign success is usually dependant on likes and followers, which wasn't as important to ToBeMe as attracting new customers. We equipped the internal team with a campaign plan and identity that articulated key launch channels. And our digital strategists also created audience types to test and implement on Meta, with specific metrics and realistic targets provided for ongoing monitoring.

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Write Up

Although ToBeMe's customer experience was exceptional, it wasn't enough to attract new customers. Instead of losing them to savvy digital marketing by competitors, ToBeMe needed its own. The challenge was that there was no marketing data for us to draw from. No defined target customers. Just hundreds of happy mums who continuously referred the ToBeMe brand to other Mums. And that's how the idea of 'Share the Love' came to life.

Kamilla Ibraim

Community Manager at Lilith Games

ToBeMe

Although ToBeMe's customer experience was exceptional, it wasn't enough to attract new customers. Instead of losing them to savvy digital marketing by competitors, ToBeMe needed its own. The challenge was that there was no marketing data for us to draw from. No defined target customers. Just hundreds of happy mums who continuously referred the ToBeMe brand to other Mums. And that's how the idea of 'Share the Love' came to life.

Key Culture and Customer Insights

Our solutions aimed to do two things: 1. Through a Growth Plan for ToBeMe, we bypassed typical lead generation tactics and poor brand awareness by focussing on relationships and referrals. 2. After identifying ToBeMe's target personas, we created an integrated campaign to encourage word of mouth referrals through mum-get-mum referrals.

Brand Value Proposition

Our solutions aimed to do two things: 1. Through a Growth Plan for ToBeMe, we bypassed typical lead generation tactics and poor brand awareness by focussing on relationships and referrals. 2. After identifying ToBeMe's target personas, we created an integrated campaign to encourage word of mouth referrals through mum-get-mum referrals.

Considered Design

To Be Me was built on word of mouth. Referrals of mothers who know the drill all to well. About how hard it is to find the right care for their child, the ones that sometimes might not have support during their working week and need a team to rely on. Those lived experiences fuelled sign-ups and it was a no-brainer for our team to double down on this strategy.