BabyLove wanted to re-develop their packaging to better communicate their product technology in a way that would resonate with mums as parents became more engaged online. BabyLove also wanted to leverage social media to drive brand awareness and product trials.
Research and Insight
Packaging & POS
We identified a competition as the best strategy to leverage social media for increased brand awareness and more product trials. An enticing prize would drive engagement and a free trial could be offered as a reward for entry – turning our marketing goal into something special that consumers would feel they were receiving as an exclusive bonus.
We used focus group insights and heat mapping technology to design packaging that was warm and reassuring and used bright graphics to communicate the technology in a simple way. This was rolled out across the whole product range as well as collateral to create strong brand consistency.
Key to executing the competition successfully was using focus group insights to choose an engaging prize, and making entry as simple as possible. The free nappy trial offered after entry not only boosted trials but captured a wealth of useful data. This simple mechanic rolled out across 6 competitions resulting in a 30% uplift in BabyLove nappy trials.