BabyBjörn
Who is BabyBjörn?
A Swedish family-owned business that can be found in 50 countries worldwide.
Product & Category
– Durable and practical products for babies and toddlers that always meet the high safety, quality and style standards.
Vision
– Make everyday life easier for families with young children all over the world, and
– Make those all-important early years even more fun.
The Business Challenge
– Expanding their market share in the U.S segment to become the top-of-mind brand for premium, high quality baby carriers
– Find a way to connect with the millennial parents segment in the U.S. through a universal truth
Consumer Profile
– Millennial mothers
– Undergoing a lifestyle shift after the arrival of their new baby
– Feeling a loss of identity and are overwhelmed
– Worried about losing connection with child while they maintain their career
– Health-conscious and trend-oriented
– Social (media) butterflies
Consumer Insights
Millennial moms have a much more intimate relationship with their baby.
– 8 out of 10 millennial parents agree that their child is one of their best friends.
Baby carriers promote secure attachment and overall well being for both mom and baby.
– High level of maternal touch associated with babywearing is related to enhanced mother/infant bonding.
– Warmth and touch stimulate oxytocin release which is known to induce the reduction of blood pressure and cortisol levels (anti-stress).
The Campaign
#GrowTogether with BabyBjörn
"Best Friends Forever", :30 YouTube Preroll
Mom and older kid sitting next to each other in the car laughing.
Cut to a slightly younger kid on a bench swing with their mom eating ice cream.
Cut to a toddler on their mom’s lap reading a story,
Cut to mom carrying baby in BabyBjörn carrier.
Announcer:
“Best friends forever starts with BabyBjörn. For a limited
time, use promo code GROWTOGETHER at BabyBjorn.com
to get 10% off your purchase.”
time, use promo code GROWTOGETHER at BabyBjorn.com
to get 10% off your purchase.”
BabySquat Challenge
New moms often feel like they are losing themselves to their new child’s needs. This is especially true for working moms, who simply don’t have enough hours in the day. Often, the first thing to go is an exercise routine.
To combat this, BabyBjörn is challenging new moms to take on the BabySquat Challenge: do 100 squats in one day while strapped into the BabyBjörn carrier, and post your success photo to Instagram with the hashtag #GrowTogether.
Not only does this challenge encourage new moms to stay true to their needs – it connects and builds support for a vulnerable community.
BabyBjörn Bitmoji
New moms, especially working moms, feel like they don't have time to go anywhere. Luckily, the BabyBjörn carrier makes it easy for them to take their new best friends with them wherever they go. And when they're out and about, they're probably going to use Snapchat.
Snapchat is one of the most-used apps by Millennials, and it was made to capture moments. A branded Bitmoji of a baby in a BabyBjörn carrier attached to their character will appear on Snapmap for all their friends to see, along with the #GrowTogether hashtag.
“Take your baby with you wherever you go!”