Transforming a retail brand into a lifestyle destination
Challenge
buybuy Baby a national, retail brand with an expansive brick and mortar footprint and robust ecomm platform, wanted to become a destination for anyone considering, learning about and shopping for baby. They wanted to move beyond product, price and promotion and evolve into a lifestyle brand and category leader and become known as the premier destination for all things baby.
Solution
Our team designed an integrated communication strategy that expanded their audience from "buying things for baby now" (which required only promotional messages about product price) to "considering, shopping, learning and buying things for baby". This solution created a lifestyle positioning and transformed them from a retail brand into a retail destination. Our strategy moved buybuy Baby beyond product promotion and included the launch of a new strategic platform: "Welcome to Babyhood". This strategic platform shifted the brand marketing programs from direct-response driven to a more full funnel, integrated approach that helped to steal share at the time of baby registry but also bring in new and soon-to-be expecting parents into the brand fold sooner than ever before. The approach included the development of branded content for owned channels, paid digital content including long and short-form video, paid social, organic social, SEO and programmatic display strategies, among other channels. Tactics included programs that moved consumers across the buying funnel from everyday behavior to life stage specific behavior and from early purchase behavior to direct response. Solutions included aggressive conquesting, location-based proximity targeting and conquesting, audience segmentation strategies, contextual targeting, development of custom audiences, direct-to-publisher content and a range of other content strategies across paid, owned and earned media channels.
Results
Working in partnership with internal media teams, the program returned a full-scale-to-target CPA within 8 weeks and 7x scale in overall return over 12 months while consistently hitting all ROI targets. Our work helped position buybuy BABY as the lifestage "destination for BABY" and along the way the eComm platform saw between 15-22% increased growth and through our research, planning, strategy and content initiatives and combined with internal media teams our program helped drive +14% YoY growth in digital sales and +9% total YoY growth during key promotional periods, exceeding all internal targets.
Tent Collective, Inc.
TENT develops brand stories through insight-driven strategy and breakthrough content. We help our partners scale with cross channel, digital creative strategies and lead with content that is timely and resonates with what consumers are talking, thinking and sharing about. We’ve helped create success for some of America’s most iconic...
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