My to.to: iPROM’s data-driven, multichannel strategy delivers 68 percent more website traffic and more than 700 percent more Facebook interactions

Tosama recognized that its baby brand to.to needed more than a simple update of communications to break through in the increasingly competitive baby product category. Achieving its goals required a comprehensive digital strategy that would not only support the launch of the new diapers but also build a lasting emotional bond with parents. The key challenge was to go beyond passive presence and create a data-driven, multichannel narrative that would deliver both measurable business results and enhanced long-term brand value.

Entering a New Digital Era

iPROM worked with the client to develop a holistic approach that encompassed strategic planning, creative concept design, data activation, and precise performance measurement.

• Branding: At the heart of the transformation was the new slogan My to.to, which emphasized the emotional anchor of the brand. The visual identity was refreshed with modern illustration elements and playful motifs reflecting the joy and warmth of family life, creating a visual language that resonates aesthetically and symbolically with contemporary parents. Authentic stories of parents, supported by carefully selected influencer collaborations, added credibility and deepened audience trust.
• Multichannel Data Strategy: The campaign strategy was based on the analysis of first-party data, collected and activated using iPROM Private DMP, along with advanced digital analytics, which provided deeper insights into target audience behaviour. The core objective was to establish a sustainable communications framework that enables ongoing improvements and personalized audience activation.
• Multichannel Activation:
  • Through the iPROM Programmatic Platform, display advertising for to.to diapers reached existing users already interested in the brand and expanded the target audience by identifying users with similar behavioural patterns (look-alike audiences). This broadened the reach of relevant users while maintaining efficiency.
  • The interactive iPROM Game Ad invited users to participate playfully, increasing attention and recall, with an average playtime of 11.5 seconds—an optimal duration for a successfully completed game.
  • Lower-funnel support through Meta Ads and Google Search further stimulated demand and improved conversion performance.
  • On Instagram, a modular “puzzle feed” was designed to gradually reveal the brand story and create a visually coherent profile. Content for Instagram and Facebook was crafted for emotional and visual recognition, enriched with the stories and experiences of three carefully selected influencers who authentically reflected the brand’s values.

From Strategy to Measurable Impact

In the first half of 2025, the “My to.to” campaign delivered significant growth in engagement metrics compared with the same period in 2024:

• Website visits increased by 68%, while the engagement rate grew by 32%. Advertising activities between April and June 2025 accounted for 15% of all website visits, confirming a strong media ROI and the campaign’s direct contribution to both upper- and lower-funnel objectives.
• On social media, Tosama’s to.to Facebook and Instagram profiles generated more than 1.8 million content views and reached over 338,000 users.
• Interactions on Facebook grew by more than 700%, while Instagram interactions doubled (100%). Both platforms also recorded significant follower growth: 232% on Facebook and 348% on Instagram.
• Across all advertising channels, the promotion of the new diapers reached more than 800,000 target users and generated over 39,000 interactions.

“To succeed in the digital media space, Tosama needed a partner who truly undersood how to build comprehensive digital strategies and create an emotional connection with audiences across digital channels. The iPROM team understood the to.to brand the way we feel it ourselves. Through digital storytelling and data-driven advertising, they transformed potential into a successful campaign that reached parents of toddlers in an effective, emotional, and authentic way,” explained Brina Mihelič, Brand Manager of to.to at Tosama.

“For me, the digital transformation of the to.to brand was more than just a professional challenge. It was an opportunity to give the brand a voice that parents could recognize as their own. Data and technology served as tools, but the true heart of the story lies in the emotions and warmth this brand shares with families,” added Marja Bajželj, Head of Social Media Management at iPROM.