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B2C
Bringing Brand Redesign and New Positioning to Life on Social
CHALLENGE
Kroger needed a fun, engaging campaign idea and strategic marketing plan for paid social media to help launch the brand redesign of Comforts for Baby, their private label baby brand, and bring to life the brand’s new tagline, “Here for the Ups, Downs, and In-Betweens.”
APPROACH
Orchard Content Studios proposed the idea of a Diaper Runway—a fun parody of a fashion show with babies wearing the cool new diaper designs on a “runway” as they engaged in typical baby behaviors—jumping, running, crawling, rolling, standing—literally the “ups, downs, and in-betweens” movements. Our team executed the concept in a series of photos and videos optimized for social media and showcased on social media.
WHY IT WORKED
Orchard’s intimate knowledge of the brand and its goals ensured breakthrough, on-brand, social-first content was produced. Over the course of six months, Orchard constantly monitored and measured engagement and optimized targeting strategy and creative execution of the campaign.
Commercial Impact
500k+
impressions
300k+
engagements
83%
lower cost per engagement compared to industry average
Aprecia
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