Telling the truth
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 lagged as competition increased online. I led creative for the integrated campaign that broke the category paradigm. With wit and humor, we gave 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. The approach resonated, driving +29.4% in new registries, and a high-value pipeline of customers to Toys“R”Us.
The redesigned registry app turned a typically stressful experience into fun, with friendly reminders to help parents complete their registry at a relaxed pace.
Store signage, print and digital buying guides made registering easier everywhere.
The contest #IWasn’tPreparedFor entertained parents of toddlers, too, and grew our Facebook audience to 2 million.
Contribution
Led agency and internal studio for creative development and execution, project management and production. Co-led brand strategy, app redesign and UX.