Overview
Summary
Unlike typical advertising in this category, The First Years sought to build a community around young parents by showing what life with children is really like. Instead of peaceful, serene images of mom and baby showered in a halo of light, we addressed lack of sleep, awkward breast pump scenarios, puke stained shirts, and lots of poop talk. You know, parenting.
Objectives
Unlike typical advertising in this category, The First Years sought to build a community around young parents by showing what life with children is really like. Instead of peaceful, serene images of mom and baby showered in a halo of light, we addressed lack of sleep, awkward breast pump scenarios, puke stained shirts, and lots of poop talk. You know, parenting.
Strategy
The creation of the original characters, Frank and Hope, interact with millennial consumers where they live: Online, in social media, and through product demo videos that balance insightful humor with effective branding. The videos are featured on the product websites for Target, Toys R Us, Walmart, and Amazon. The ongoing social media content implementation can be seen here on Facebook, Twitter, Instagram, and Frank and Hope’s blog page.
Result
We wrote and produced over 120 product videos and countless social media posts as part of this successful ongoing marketing campaign.
