buybuy BABY
The brand was outdated and their share of voice was low. It was time for a change. A new messaging platform was introduced to target pre-natal women and differentiate themselves from the competition.
buybuy BABY wanted to be a leading destination for all things baby.
Bolstered by expert guidance, The Babyhood is not just a shopping experience, it’s a community where soon-to-be parents and buybuy BABY unite in the unbreakable bond of babyhood. Whether it’s helping make the big decisions like strollers or cribs, or even just a vote of confidence that you’ve chosen the right pacifier, buybuy Baby has parents’ backs.
The creative platform: Welcome to Babyhood
Guided by core pillars of service, brands and expertise, the campaign was launched across paid, owned and earned media in tandem with the busiest registry time period of the year.
The highly-optimized creative rotation established a clear value proposition and brand promise with strong focus on social media. The target is smart, savvy and digitally connected based on the online surveys that were conducted.
A :60 video was also concepted and produced to showcase how buybuy BABY has the expert guidance to help first-time parents navigate babyhood. The video was edited to both :30 and :15 for additional placements.
