Children’s products are highly regulated for safety, and navigating that can be stressful for new parents. Babies“R”Us was trusted for its expertise, but registry enrollment dropped as competition increased online. I led creative for the integrated campaign and reinvented digital experience reversing that trend by giving parents the tools, reassurance, and the unfiltered truth: While no parent is ever fully prepared, with Babies“R”Us by your side, you can Be Prepared-ish. The approach delivered a 29.4% increase in new registries, and rebuilt a high-value pipeline of customers transitioning to Toys“R”Us.