Bugaboo
Service
Consumer PR
Industry
Consumer Durables
(Overview)
Bugaboo – the premium baby brand trusted by celebrities, VIPs and royalty – briefed R. Agency to increase brand consideration by deepening its connection with parents. In defiance of an observed ‘sea of sameness’, where almost all baby brands publish images of smiling, perfectly clean newborn babies, R. Agency devised an influencer strategy that created long-term brand ambassadors to show the real parenthood journey. In the first nine months of the relationship, R. Agency onboarded 108 brand ambassadors, generating a social reach of 34M and an average engagement rate of 32.6%.
(Project Details)
Observing a ‘sea of sameness’ where almost all baby brands (including Bugaboo’s main competitors) use similar images of smiling, perfectly clean babies, R. Agency created a strategy to present Bugaboo as a fashion-forward brand for creative parents, instantly creating differentiation. To evoke emotional storytelling around the parental journey - versus the first month shown by many other brands - R. Agency worked to move the brand away from short-term relationships to longer-term brand ambassadors who advocate for the brand from pregnancy through to age four.
Bugaboo is a premium baby brand, loved by celebrities, VIPs and royalty alike. While the brand has high awareness to drive sales and market share, brand consideration is key. Mums spend more than eight hours each week online on average searching or browsing for parenting advice. For two in three, much of this time is spent on social media - reading product recommendations from other mums. Influencers and content creators form a large part of this consideration, and so R. Agency was briefed to source, manage and measure influencers to deepen the emotional connection between Bugaboo and parents.
Results
Over the course of nine months, R. Agency has onboarded 108 unique brand ambassadors, generating 230 pieces of content across Instagram Reels, Grid posts and stories that have reached over 34 million people. High-profile content creators unique to Bugaboo have included Daisy Lowe, Tuula Rose and Melissa’s Wardrobe. R. Agency’s strategy has contributed to the hashtag #bugaboo being used more than half a million (577k) times on Instagram, demonstrating significant engagement with the brand across socials.
