Building the bond between parent and child.
Love Carries on.
It started with a conversation about what the brand represents to the consumer. At their core, Ergobaby products are about highly-engineered craftsmanship with ergonomics at the forefront. But we wanted to dig deeper – and to create engaging experiences that spoke to the bond between parent and child.
This was accomplished through a core message: Love Carries On. Evoking both the paternal bond and product functionality informed and inspired the entire campaign.
One of the primary goals of the campaign was to differentiate Ergobaby products from the competition. The products had to stand out online and on the shelf. My team and I considered traditional imagery but soon realized that nothing would speak to the brand better than the sort of images fans were posting on Instagram. We decided that Ergobaby was a perfect early adopter of this style, so we reached out to the Ergobaby community to enroll them in the campaign. The approach offered an emotional experience that conveys everything a potential customer needs to know about the power of these products.
The crowdsourced imagery approach carried through all of our work, establishing brand consistency and a unique look. Ergobaby was one of the first companies to successfully use this strategy, foregoing a polished (stock) look for something more authentic and real.