GERBER | Site Rebuild – Personalization

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Personalized MyGerber landing page.

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Deconstructing Content — As an initial step in achieving a dynamic content model, we deconstructed Gerber’s existing website content to identify discrete content types and eliminate editorial redundancies.

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Editorial Process — Based on existing articles that share a common topic, we synthesized overarching topic intros, developed messaging, merged duplicative text, and wrote necessary new content.

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Modular Content — Taking a modular approach with the content enabled assets related to a topic into dynamic content “kits.” Topics and individual assets overall were tagged by Milestone. Based on implicit and explicit user data, the modular content framework personalizes the sequence, appearance and content of each module.

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PROJECT

Gerber was looking to provide a personalized web experience that guides parents to the most relevant products and information – tailored content and interactive tools reflecting their child’s age and developmental cues as they grow – to increase brand engagement and retention.

APPROACH

Created and enabled a dynamic publishing model taking a modular approach, combining contextually-relevant assets and messaging into content “kits” and developing snackable content for cross-channel distribution.  This entailed:

  • An extensive content audit assessing 200 articles, 125 videos, 200+ product pages, email program, and Gerber’s 5 social platforms.

  • Gap analysis to identify key content areas to be developed.

  • Deconstructed all existing hard-coded website content to identify discrete content types and eliminate editorial redundancies.

  • Reconciled multiple separate Milestone and Feeding topics into a standardized, overarching set of 8 that ensured the inclusion of all content.

  • Developed a “content blueprint” with copy direction, key messaging points, sources, SEO keywords, and tagging for all pages and assets.

OUTCOME

  • MyGerber users spent 6x more time on site.

  • Gerber customers are now individually engaged in an ongoing relationship with the brand.

  • Content is more efficiently utilized and integrated with Gerber’s social media channels and email campaign program. 

SERVICES

Content Strategy, Content Audit, Information Architecture, Taxonomy

View Live Site

Curated educational content — tagged by Milestone and Dietary Preference.