ENSURE THEY STAY #1 4EVER___
When you’re king of the castle, every kid in the playground wants to knock you down. For years, Graco’s competition had been making plays to usurp their position as North America’s #1 car seat brand. With a slew of new rival car seats on the market – including innovative 4-in-1’s – Graco needed to remind parents why they ruled the roost. And the relaunch of their best-selling 4Ever 4-in-1 car seat was the perfect time to do it.
LET AMERICA SPEAK___
The best way to kill your cred is to start talking about how great you are. No one likes a showoff. But when the public gets behind your brand? Now that’s something to celebrate. By leveraging authentic, unpaid reviews of the 4Ever car seat, we let Americans remind each other why it’s #1. It was a strategy that played perfectly into our target’s propensity to seek out advice from other parents before they buy.
HIT THE GROUND RUNNING___
To prime the market for the relaunch of 4Ever, we created a teaser campaign that highlighted new features and drove pre-orders. It blew retailers’ expectations out of the water, ensuring that when our campaign and the new 4Ever car seat launched, there was already demand for it.