Babyshop: Parenthood rephrased

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

Campaign details

Brand: BabyshopAgency: FP7 McCannCountry: United Arab Emirates

Objectives

In the Middle East, owing to a challenging socio-economic environment, the retail category is getting more competitive.

How could Babyshop, the leading children's retailer in the Middle East, with a majority presence in Saudi Arabia and the Gulf region, stand out for and stand with Arab mothers?

The regional KPIs, were set to help Babyshop gain leadership in each market, and were to be achieved by activating the brand across Gulf markets (where Babyshop was present): Saudi Arabia, UAE, Qatar, Kuwait, Bahrain and Oman.

  • KPI...

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