The retail landscape is undergoing significant transformations, and so is the way dolls and toys are purchased. With diverse target groups, including children, parents, and gift-givers like grandparents, understanding and reaching these audiences was crucial. The BABY born brand entered the project with the dual goal of successfully launching their animation series and developing strategic formats to influence purchasing decisions among key gatekeepers. The objective was clear: YouTube was to become the most relevant and best destination for questions and curiosity about BABY born, sparking interest and equipping decision-makers with the information needed to facilitate purchases.
We crafted a comprehensive strategy to amplify the reach and impact of the BABY born animation series. Recognizing the importance of a consistent brand identity, we utilized a cohesive visual and storytelling approach across all platforms. Our strategy included:
Beyond the excellent release and channel approach, we developed video content for different funnel stages and purchase decision phases. This included in-depth product tutorials where potential buyers, whether parents or grandparents, could assess the quality and suitability of BABY born products. These videos served as virtual consultations, similar to those in a toy store, powered by AI to be deployed not just in Germany but across multiple countries, making it an extremely efficient approach.
We also created social media-optimized formats like YouTube Shorts and Instagram Reels, distributed organically or as paid ads. To maximize the series content, we extracted additional value by creating music medleys and thematic compilations from the original episodes.
The results were nothing short of spectacular. The BABY born YouTube channels exceeded 1 million subscribers worldwide, demonstrating a massive fan base not only in Germany, Austria, and Switzerland but across Europe, North, and South America. This success was a testament to the global collaboration and the brand's ability to connect deeply with its audience. The series not only entertained but also influenced purchasing decisions, with 54% of parents reporting that their child wanted a BABY born doll after watching the series.
Our integrated approach ensured that BABY born became more than just a toy; it became a beloved brand, capturing the hearts of children and the loyalty of families worldwide.
