We’ll help you be prepared…ish
The truth is, when it comes to parenting there’s no such thing as “ready.” That’s why Babies“R”Us Registry experts were there — to help expecting parents make decisions they’d feel good about. Things that really mattered, like which car seat was safest to bring the baby home in. But as competition increased online, registry enrollment began to drop and the focus shifted from relationship-building to price-matching.
To engage this fast-changing audience we launched an integrated campaign embracing the truth that no parent is ever fully prepared, but with Babies“R”Us by your side, you can Be Prepared-ish.
Online video, digital, social media, and trailer graphics captured audience attention with a witty, empathetic take on all the joyful moments, sudden terrors, ongoing trials and incomparable rewards of being a parent.
Parents got the unfiltered truth, along with practical suggestions in all brand touchpoints. Because there’s no better relief from the stress of new parenthood than having an expert guide. And a sense of humor.
Even parents who did all the research needed a little extra help sometimes - from our experts in stores, or on the reimagined app.
The social activation #IWasntPreparedFor encouraged parents to share what surprised them most and we responded with solutions to get them prepared…ish.
The impact
The new approach resonated immediately with Millennials, 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.
