SmartyPants Scales to a Children's Vitamin Leader Over 5 Years

“Working with Anatta was comfortable in a good way. It really is like we're at the same table.”

Eleah Portillo

Direct to Consumer Marketing Director at SmartyPants Vitamins

Impact

Acquired by Unilever

The brand was favorably acquired by Unilever in November 2020.

18 Product Launches

From the partnership came 18 successful product launches, 5 BFCM holiday campaigns, 2 site redesigns, 2 re-platforms, 1 rebrand, and more than 80 high-value CRO tests launched.

80+ Tests Launched

With Anatta’s dedicated support, SmartyPants scaled to an industry leader in the children’s wellness space.

For 5 years, Anatta and SmartyPants Vitamins partnered to build a custom Shopify Plus store. The goal was to increase site conversions while keeping the playful SmartyPants brand at the center. From the partnership came 18 successful product launches, 5 BFCM holiday campaigns, 2 site redesigns, 2 re-platforms, 1 rebrand, and more than 80 high-value CRO tests launched. With Anatta’s dedicated support, SmartyPants scaled to an industry leader in the children’s wellness space.

The brand was favorably acquired by Unilever in November 2020.

Successful Launches

5Product Categories
18Product Launches
5BFCMs

Highlights

Acquired by Unilever in November 2020

Major Work

2Site Redesigns
1Rebrands
2Replatforms
23App & System Integrations
80+Tests Launched

Success in collaboration

During Q2, the team at SmartyPants Vitamins decided to bring their DTC operations back in-house.

little girl holding a smartypants kids formula bottle

But they needed a trusted partner to work closely with their team to build a custom Shopify Plus store that reflected the SmartyPants brand.

They began working with Anatta in Q3

I had the opportunity to work with Anatta in the past. I knew that they were the only team I wanted to work with on this because they bring a UX-driven approach.

Eleah Portillo

Direct to Consumer Marketing Director at SmartyPants Vitamins

There are so many agencies that love to pitch beautiful sites with all the bells and whistles, but at the end of the day, it just detracts from the sale. So I wanted a sexy site that also converted and accomplished our goals.

Eleah Portillo

Direct to Consumer Marketing Director at SmartyPants Vitamins

2021 · Q3
2021 · Q3 - Q4
2021 · Q4

2021 · Q3

In the early days of the partnership, Anatta leadership met regularly with the team at SmartyPants. The intention was not only for Anatta to learn SmartyPants’ vision, but to also offer ideas that could help shape the future of the website.

My style is to brainstorm, engage, and ask questions. And sometimes with other agencies, the people we interacted with would have to go talk to their specialists and come back to us before things could get done. But with Anatta, the specialists were on the call. Sometimes the CEO, Nirav, would join and offer valuable insights.

We got to brainstorm together. They were actually part of the same marketing team.

Eleah Portillo

Direct to Consumer Marketing Director at SmartyPants Vitamins

The Anatta and SmartyPants partnership kicked off with onboarding. SmartyPants communicated their goals for the new Shopify Store. The Anatta team learned SmartyPants’ brand guidelines. They were also commissioned to look for opportunities to increase conversions on the new store.

Anatta ran email surveys to some of SmartyPants’ audience to gain customer insights, which were later translated into features and site designs.

I have worked with certain agencies that are so big that you just feel as though you're assigned a junior creative who is managing hundreds of other brands at the same time. And those agencies just never take the time to learn what is valuable to the consumer or brand.

But with Anatta, I always felt like I had an intimate team in my corner.

Eleah Portillo

Direct to Consumer Marketing Director at SmartyPants Vitamins

2021 · Q3 - Q4

As new features were added to the Shopify Store, Anatta performed user tests to see how customers responded. Customers were able to ask questions, offer feedback, and ultimately have their voice heard about the direction of the new SmartyPants store.

Find My Formula on mobile — Find My Formula

We wanted to make our site a great experience for consumers: they can find everything they need, without friction. And it's happy. It's still fun. It's still SmartyPants.

I feel very proud that we have a customer-centric site that has greatly improved conversion.

Eleah Portillo

Direct to Consumer Marketing Director at SmartyPants Vitamins

2021 · Q4

Anatta works closely with each of their clients. When Anatta provided updates, it was almost always from the developers themselves so that the SmartyPants team could ask questions and form a real relationship with the people constructing their store.

Having all the developers, and the data, and the UX, and the CX teams on the call from the beginning, not only enabled brainstorming and conversation. But also, it helped me to always know who to go to for what task or project.

I felt comfortable reaching out to each person. And they were responsive. We all did this together.

Eleah Portillo

Direct to Consumer Marketing Director at SmartyPants Vitamins

They were smart and approachable. I felt comfortable asking stupid questions. I felt comfortable pushing back if I disagreed or poking them to backup their recommendations. Working with Anatta was comfortable in a good way. It really is like we're at the same table. And that's the biggest difference.

Eleah Portillo

Direct to Consumer Marketing Director at SmartyPants Vitamins

SmartyPants Scales to a Children's Vitamin Leader Over 5 Years

Impact

Success in collaboration

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