Chicco, the largest baby brand in Europe, is “seriously focused on the happiness of babies.” Though known for car seats, high chairs, and toys, their very first product developed over 50 years ago was a baby bottle. Chicco needed a serious jolt of creativity and agility to introduce their NaturalFit line of baby feeding products to over 400 stores in the US. That’s where AgileCat came in.
You've Got This, Mom!
New moms stress about how they are treating, feeding, and raising their baby. That’s why AgileCat encouraged Chicco to embrace the role of the motivating big sister who says, “You’ve got this, Mom!” Our campaign positioned Chicco accordingly, and leveraged NaturalFit as the catalyst to unlock what we saw as innate motherly talents and abilities.
A Fit Like No Other, Guaranteed
AgileCat and Chicco introduced a Guarantee that accompanied every NaturalFit product purchased. This visual, good housekeeping seal of approval stood with confidence alongside positive, encouraging depictions of the bonding that takes place at feeding time.
Win Big For Your Baby
To intrigue each mom in a delightful way, we created a sweepstakes where those who entered could potentially win a NaturalFit Gift Set and a Chicco car seat. Of those lucky winners, one would win the Grand Prize: a suite of Chicco products equal to a collective Baby Shower, directly from the fine folks at Chicco. The sweepstakes was rooted in brand awareness and engagement. Millions of moms, moms-to-be, and family members across the nation engaged with NaturalFit through the sweepstakes, elevating the brand within a generation of moms.
Where To Find Mom
Through an aggressive digital campaign that targeted moms who lived within 5 radius miles of each store where NaturalFit products were introduced, AgileCat drove record sales for Chicco’s NaturalFit line, while positioning the brand in a more human and powerful way that moms across the US took to in droves.
AgileCat’s highly targeted digital first campaign and in-store presence created a 1-2 punch that positioned Chicco's NaturalFit products to over 55 million women, with many trusting a superior brand and a “naturally” winning campaign.