Carrefour Baby


HOW DO YOU SUCCESSFULLY RELAUNCH A SUPER MARKET OWN BRAND FOR BABY PRODUCTS WORLDWIDE?

 

OBJECTIVES

Successful re-launch of Carrefour Baby brand range across five different categories. Building the Carrefour Baby brand for mothers of young children worldwide.

 

CONTENT STRATEGY

We created an integrated online/offline communication strategy, reconnecting the brand with a new generation of  "digital mums" through relevant and engaging content across the whole spectrum of touch points accessed by mums every day.

 

BRAND STORY

The Creative story concept is based in the babies and their experience of the products, portraying them as brand ambassadors and category experts.

 

IMPLEMENTATION PLAN

Worldwide implementation has been articulated through an interactive brand book & toolkit, providing creativity, art-work and launch guidelines for every touch point media:

Press: Graphic piece

Outdoor: Graphic piece

In store point of sale: 3D retail materials

CRM communication: e-mailing

Smartphones: QR codes linked to packaging

Internet: branded web platform

Online and offline: Word of mouth stories

Social Media: Engaging activations for mums and mum’s own pages

 

PROFESSIONAL PROFILES INVOLVED

Project Managers, Brand Consultants, Content Strategy consultants, Creatives, Graphic and industrial designers, Copywriters, Programmers, Application developers.

  • Client: Carrefour
  • Project: Carrefour Baby brand re-launch
  • Countries: Worldwide
  • Media: Web, Mobile, Social Media, Outdoor, Print, POS, WOM, eCRM, Direct

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