BABYSECRET
Baby Care Product
BABYSECRET
Baby Care Product
Edubridge Consultant Team created a new website for Baby secret coupled with cross platform media buying campaigns. Utilizing a dual-strategy approach of original and user generated content, We sourced, curated and executed pieces of content for Baby Secret Social Media advertising campaign. This methodology ensured a unified and consistent brand message, creating a community of baby secret keepers (Mothers) who were willing to share their experience using the product. .
Background
Baby Secret is a new brand in the highly saturated babies’ skin care category. The brand has seven essential baby cosmetics which will be promoted individually and as a package. The products are Baby Oil, Medicated Powder, Mild Powder, Baby lotion (400ml), Baby lotion (200ml) and Shower gel.
Marketing Insight
Multinationals Johnson & Johnson, Unilever and PZ Cussons dominate baby and child-specific products in Nigeria. According to Euromonitor, Johnson & Johnson led baby and child-specific products in 2017, followed by Unilever with their Pears brand. Here are some insights:
The leading position of these domestic multinational players can be attributed to continuous marketing activities, national distribution coverage and promotions.
Trust is also a major factor for their popularity. Baby care is a delicate issue, so mothers will only use popular, tested and trusted brands for baby care.
Most middle class parents are willing to buy premium baby products once trust is established
There’s still a huge potential in the baby products market. With a steady population growth which shows no signs of abating, the more babies are being born, the more baby products are needed. Existing manufacturers can’t cater for the unabated growth, so new entrants will always be accomodated. (Pampers vs Huggies)
The Big Idea
Our idea is to portray the brand as the secret to the fresh look of babies. The most endearing way to do that is to talk about the secret from the baby’s point of view, thereby helping the brand to build an emotional connection with the target audience (Mothers).
The Big Idea
Our idea is to portray the brand as the secret to the fresh look of babies. The most endearing way to do that is to talk about the secret from the baby’s point of view, thereby helping the brand to build an emotional connection with the target audience (Mothers).
Outcome
Two video commercials were created to help increase brand awareness with each uniquely showing mothers that the brand is the secret for happy babies. Our social media advertising campaign has made Baby Secret the top baby care product in Nigeria while the website has given mothers (Baby Secret Keepers) an engaging platform to learn more secrets (Baby secret hub) about their babies.
