MIAMISBURG, OHIO: Evenflo introduced a multimillion dollar digital marketing campaign, dubbed the “The Savvy Parents Guide,” to coincide with the June launch of its Momentum 65 car seat product. The integrated effort includes a webisode series, online advertising buy, and an upcoming user-generated-content initiative.
Targeting 22-35-year-old moms, the team, including new AOR M Booth, sought to develop a broad online campaign that could serve as a promotional platform across its various juvenile product categories, explained Chris Craig, CMO at Evenflo.
“The ‘Savvy Parents' platform works across everything we do. It's a universal topic acknowledging how hard it is to be a new parent every day,” he said. “It's the beginning of a deeper campaign.”
He added that the campaign is indicative of an overall increase in the company's marketing spend, as well as a “concerted effort to increase our PR capacity.”
The team, enlisting M Booth's Next Fifteen partner agency Project Metal, recently launched a microsite hosting a series of humorous webisodes. The first, poking fun at a new dad's ego with a double-entendre — when trying to install the car seat, he can't “get it in” — will be followed by additional webisodes on June 28 and July 12.
“The goal of these videos is to start conversations,” he said. “The fact that we relate to parents is important.”
“We see this as an opportunity for people to share tips and create value for each other in a community environment,” said Craig.
In a second phase of the campaign, he said the team is planning a user-generated-content initiative where consumers can share their own tips. Additionally, subsequent webisodes throughout the year will touch upon parenting topics and dilemmas.
Media outreach includes key parenting and lifestyle titles, mommy and daddy bloggers, and parenting communities.
Bold Studios worked on creative for the campaign and Tangible Media handled the media buy.