Connect with the target customer segment: a new generation of parents

Reverse a consecutive 3-year decline of global sales and a tarnished brand reputation

Global customer journey (4 global markets)

Competitor analysis (US only)

Multicultural insights to inform a new brand & digital strategy

Bold brand shift from functional to value-driven messaging, focusing on empowerment and aspiration

Value-driven strategies to inspire new product development

Double digit increase of sales

12.5MM views of campaign on YouTube [creative credit: BBDO] in the first 3 weeks

Inspiration for new product lines and revenue streams [developed in-house]

Led development, analysis & reporting of all global research and insights

Managed work of 3 junior team members (across international time zones)

Leadership Collaboration: VP of Strategy, Research Director, Account Director, & Senior Strategist

4 months