Truth

When Graco’s key baby retailer closed their doors, it left a gap in the market and opened up ownership of baby registries in the US. Seeing the opportunity, Graco wanted to position themselves as the go-to brand for baby gear and a ‘one-stop-shop’ for all of mom’s baby registry essentials. They selected five hero products and asked us to create a program that would get (and keep) Graco at the top of new moms’ minds.

Made

Taking inspiration from the fashion world, we branded the products as the Graco Registry Collection, bringing a sense of cohesiveness and a cool factor to the new mom who is overwhelmed with decisions surrounding what’s best for baby. We also developed a strategic 12-month, always-on media plan that reached her exactly when she was planning her baby registry, creating affinity and loyalty. Every step of the way, we showed her why Graco was the most registered baby gear brand in the US.

Remarkable

We brought the Registry Collection to life with original design and photography, creating an immersive world that first-time moms could explore. From a digital and printed look book, to a 360-degree virtual in-home experience, a robust microsite with retailer integration, and captivating social content, new moms could see how the Registry Collection integrated into their lives.