CHANNEL LAUNCH

Launch a baby brand with Instagram

Millennial parents with an affinity for classic franchises like Shrek, Jurassic Park, Jaws, and E.T. are looking for ways to introduce their “mini me” to the experiences they love. So we helped NBCUniversal establish Instagram as its primary marketing channel to engage new parents with relatable posts and baby products featuring their favorite stories and characters.

CREATIVE PLATFORM

Life with a baby is chaos. Happy, hilarious, nothing-prepared-you-for-this chaos. From the jaws of teething to the Jurassic farts and all the times you phone home for advice from family or friends, you’re learning to navigate a new universe. Throughout your adventure, Universal Baby will add some fun to the inevitable craziness.
Welcome to the happy chaos of parenthood. Welcome to the Universe, Baby.

Channel Launch

Our launch strategy had three key parts: utilizing paid media, cross-posting with synergy handles, and activating influencers. To do all of this, we needed to develop content that showed the happy chaos of parenthood, so we shot videos and photos with real families in their homes. And we tailored each piece of content to the intended audience, whether categorized by location or affinity.

Co-Branded Content with Franchise Partners

Launch Results

We surpassed all goals set for our key objectives. Synergy posts allowed us to reach 90% more new users than paid media alone. And affinity targeting allowed for more effective paid media spend, converting profile visits to new followers.

8x

REACH ABOVE GOAL

2x

ENGAGEMENT RATE ABOVE GOAL

9x

IMPRESSIONS ABOVE GOAL

Product Spotlights

For fans interested in seeing what merchandise is available, we continuously updated the feed with the latest and greatest products, seamlessly integrating social commerce functionality.

Fan Engagement

New parents look to connect with brands who are willing to embrace life’s happy chaos, so we developed content to support them using irreverent humor reminiscent of the stories they love.

Universal Truths

Relatable parenting moments paired with iconic movie references

Soundscapes

Meditation app-inspired reminders to pause and breathe

Influencer Collaborations

To continue growing the channel and building a welcoming community of new parents, we worked with influencers to share products in an authentic way and reach more audiences.
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