Babyshop: The Gift of Mom

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Campaign details

Brand: BabyshopBrand owner: Landmark GroupAgency: FP7 McCann DubaiContributing agency: DejavuMarket: United Arab EmiratesIndustries: Clothing & fashion retailMedia channels: Cinema, Merchandise & free gifts, Mobile & apps, Online display, Online video, Packaging & design, Point-of-purchase, in-store, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Babyshop is a leading children's retailer across the Middle East. Thanks to a challenging socio-economic environment, the retail category is becoming more competitive, with every brand losing focus on building equity and affinity and, instead, ending up...

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