There’s no such thing as “ready.”
That’s why Babies“R”Us Registry experts were there to help parents navigate important decisions like which car seat to bring their baby home in. But as competition increased online, the brand’s focus shifted from relationship-building to price matching, and registry enrollment began to drop. I led development of an integrated campaign and new digital experience embracing the unfiltered truth: while no parent is ever fully prepared, with Babies“R”Us by your side you can Be Prepared-ish.
The impact
The new approach resonated with the Millennial audience, delivering a 29.4% increase in new registry creations for the same quarter vs. prior year, rebuilding a high-value pipeline for customers later transitioning to Toys“R”Us.
