There’s no such thing as “ready.”
Children’s products are highly regulated for safety, and navigating that is a major stress for new parents. Babies“R”Us was a trusted source for this expertise, but as competition increased, registry enrollment dropped. I led creative for the integrated campaign and digital experience that reversed that trend by embracing the unfiltered truth: No parent is ever fully prepared, but 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.
