Campaign: Loopie
An Instagram-first campaign and copy for a baby gear brand.
Brief:
Create an Instagram-first campaign that positions Loopie as a stylish yet functional baby gear brand made for modern, on-the-go parents. Those who love their children endlessly, but are also learning to prioritize themselves without guilt.
My Ideation:
Insight: Millennial parents often face the struggle of balancing parenthood with personal well-being. There is a need to provide these parents with a guilt-free space for themselves as they maneuver the sweet chaos of parenting. As the new generation of parents, they desire more than mere functionality. They need function with style, solutions with sleek aesthetics.
Loopie’s core products provide these parents the ease of functionality along with style, making their parenting experience enjoyable and unique without any compromises. The product I have chosen is the stroller, which allows the parents ease and mobility, and the child care and comfort.
Idea: The “Stroll Through Life” OR “Take A Stroll” campaign would position Loopie’s stroller as the ultimate product for on-the-go parents who want to strike a balance between parenthood and personal time. The key highlight of the campaign would be the accessibility, the ease, and the functionality of the stroller. The campaign w ould assert that the parents can enjoy their lives as individuals and couples, all the while taking care of their child.
The key phrase of the campaign emphasises the following:
The stroller can make your life as easy as taking a stroll as it puts your mind to easy and makes sure your child is in utmost comfort and care
You can enjoy life smoothly and calmly as a parent, pleasantly taking a stroll through parenthood
The ease and accessibility of the stroller make it seem like you are really taking a stroll in a park
Execution:
For the execution, here are a few ideas and suggestions:
The Digital Launch would feature:
-Pre-launch :
Teaser posts and reels about the stroller with sneak peeks of the product and its USPs, such as UV Protection Canopy, One-Hand Fold, and Multi-position Footrest.
Reference:
https://www.instagram.com/p/DGniBm4IlnZ/?igsh=MWsyb2R1aTEzcWd4
-During Launch:
Content regarding the product and the campaign thought would be put up on stories to engage the user, along with feed posts. This would later be saved as highlights. In this phase, it would help the brand to do individual reels highlighting and emphasizing specific features, namely hands, one touch, raincover protection, mosquito protect, multi-positioning recliner.
References:
https://www.instagram.com/reel/DJDk8ozRNNW/?igsh=MWY2ZWIxZXZpd2Jmaw==
https://www.instagram.com/reel/DH24ozXsaNi/?igsh=dWZ6N2Z3OXpmaDFx
https://www.instagram.com/reel/DLQSRv8Sx3c/?igsh=MTZvMWtna3BsZTcxeg==
-Post-launch:
Stories and photos/videos from customers would be used to express how they take a stroll with the stroller. A dedicated hashtag would be used for this. I believe the brand should utilize more of the customer base and include them in the content regularly. It will build up a strong bond with the customers and allow the brand to gain more visibility.
References:
https://www.instagram.com/reel/C91dyNPKBlv/?igsh=MW9waDVjN2pzMnhpZQ==
https://www.instagram.com/reel/DLHGEGrTpLa/?igsh=a2ZwaHo0ajA2MHZu
https://www.instagram.com/reel/DIy2yojJovY/?igsh=MTFzcjl0bWd5NmE0Zg==
The Content Pillars would consist of:
-Witty and playful content that builds upon the concept of the campaign and builds an emotional connection with the users.
-Specific informative, solution-oriented, and relatively viral hooks would also be used to attract the audience and sustain attention. The USPs of the stroller would be elaborated and showcased throughout content.
The content should:
-Utilise trending audios to promote the product as well as try to include trends as much as possible. Maybe even give trends a slight twist.
References:
https://www.instagram.com/reel/DLPnrlVNyzn/?igsh=aW82MHJ1Y2J0bmVv
https://www.instagram.com/reel/C8xcmO4vhvN/?igsh=ZGtidXFlMmk4c3M=
https://www.instagram.com/reel/DKzMd9pz1Pf/?igsh=NmE1YmRrbHFjZzJ5
-Show how the stroller can become an accessible part of the parents’ lives and make things convenient for them, while also being comfortable for the child.
Reference:
https://www.instagram.com/reel/DGupOJITfZZ/?igsh=MTNvNGoyaGc3YWl1bQ==
-Make use of real stories of parents. It would also utilise UGC, showcasing the customers with the stroller, specifically through the campaign hashtag.
Reference:
https://www.instagram.com/reel/DEnfbB6THc3/?igsh=MW1qdW1jZHZhaTluNg==
The brand could also explore collaboration opportunities with other trending products, such as Labubu Dolls, Sanrio Plush Charms, or CryBaby Bag Charms. This will give the brand more visibility and also keep the outlook trendy and cutesy.
(The brief in this case study is an excerpt of an assessment given by the firm. The full brief has not been disclosed to respect the confidentiality of the firm's recruitment process.)