Buy Buy Baby is an American chain of stores that sell clothing, strollers and other items for use with infants and young children.
Brand Value
Buy Buy Baby helps parents to confidently navigate through the family journey by offering a budget-friendly onestop shop for everything baby and toddler related.
“Buy Buy Baby is adding a lifestyle subscription box service to augment their existing product offerings. Help us figure out how to capture the interest of our existing and new customers, and get customers to sign up for the monthly service.”
The Client Ask
Key Research Findings
(based on Survey’s and 1 on 1 Interviews with Buy Buy Baby consumers)
ANXIETY-
“I’m so confused and have so many questions, besides my doctor, who can I ask questions?”
LACK OF TRUST-
“I don’t believe that Buy Buy Baby workers are experts. They are just there to sell”
CONNECTION-
“I wish I was able to connect with other moms that are either going through this with me or have been where I am before”
Targets
Expecting Moms
First-Time Moms
Experienced Moms
The Subscription Boxes
Subscription Boxes for Each Consumer Group
The First Time Mom
She would like to get this “parenting” thing right, but doesn’t have much guidance. She’d like to think she’s independent, but since her baby was born, she’s called the pediatrician 12 times. (It’s only been 2 weeks.)
Breast/ lactating pads, coupon for breast pump, health recipes for mom and baby, baby clothes, etc.
The Expecting Mom
These moms are nervous. This is a new transitional period in their life. They want to do everything to get prepared for this bundle of joy that will soon enter the world. Coupons for baby equipment (stroller, changing table, car seat), baby bag, car shades, backseat mirror
Maternity clothing, bras, prenatal vitamins, stomach/stretch mark cream, healthy recipes, sleeping pillow, 360 degree toothbrush, expected parent books, etc.
The Experienced Mom
She just needs the basics because she’s gone through this already. She’s done freaking out about being a parent because she’s ready. She doesn’t care if her newborn baby girl doesn’t have a stupid little pink bow on her head. As long as the onesies are clean and the baby is healthy, it’s fine. It’s okay if she eats a little dirt from time to time – it’s good for her immune system anyway. But Mom will still need a few basic items. She may opt for the cheapest box possible, just for the convenience because she’s still dealing with the fallout of the first kid.
Diapers, stages onesies, trying different sample brands, bath spout cover, etc.
Narrowing down to one target consumer that would benefit the most from Buy Buy Baby.
The First Time Mom
The "First Time Mom Club" Events
Most first-time moms are extremly nervous and afraid to do the wrong things. A "First-Time Mom" Club will allow them the ability to meet other moms, share their concerns, and get advise from experts. Mommy’s must be subscribed to the subscription boxes at least 4 months to gain access to the next “First Time Mom Club” Event.
Sponsors
DAY 1:
Meet & Greet Sessions- Everyone will be able to introduce themselves and get to know each other. Brunch will be provided; both mommy and child friendly.
Ask the Experts- There will be Pediatricians, Psychologists (For Mommy and Child), A Buy Buy Baby Representative, Dietitians, and much more. (The children will be with Care.com employees having the best play date ever)
Mommy Mixer - A mixer for mommy’s to make new mommy friends and ask other moms for tips and tricks with their child.
Mommy & Me Activities- Mommy and Child will be rejoined to enjoy some Gymboree style activities.
DAY 2:
Outing at the Zoo or Aquarium as a large group
PR & Promotion via Mommy Influencer
Melanie Marie doesn't like to classify
herself as a blogger, just a girl with a
sweet baby and lots of experiences to
share. She is a millennial
mompreneur dedicated to helping other
millennials accomplish their dreams
toward entrepreneurship, while still
being a dedicated mom. She helps
online hustlers build their dream
businesses and blogs through
actionably awesome advice.
She will be the face of the campaign.
Melanie's social media accounts have
high traffic.
So she will promote the
subscription box on all platforms.
Enhancement of Brand Value
Measurement
Increase of subscriptions after each First Time Mom Club Event
Brand awareness of Buy Buy Baby
Increase traffic in store and online
Social Listening (what are people saying about Buy Buy Baby and the Subscription Boxes)
"We pledge to ensure that new and expectant moms have all tools necessary to confidently welcome their baby and navigate the transitions of life as a new parent. "