There’s really no such thing as “ready.”
Products made for children are highly regulated for safety, and navigating that can be stressful for new parents. Babies“R”Us was a trusted source of expertise, but as online competition increased, registry enrollment dropped. I led creative development for the integrated campaign and digital experience that reversed that trend by giving parents 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.
A redesigned registry app turned the stressful digital experience into fun, with friendly reminders to help parents complete their registry at a relaxed pace.
The contest #IWasn’tPreparedFor entertained parents of toddlers, too, and helped grow our Facebook audience to 2 million.
The impact
The new approach resonated with Millennials, delivering a 29.4% increase in new registries created for the same quarter vs. prior year, rebuilding a high-value pipeline for customers later transitioning to Toys“R”Us.
