Campaign details

Brand: Babyshop
Brand owner: Landmark Group
Lead agency: FP7 McCann Dubai
Contributing agency: InHype
Country: Middle East & North Africa
Industries: Clothing & fashion retail
Media channels: Content marketing, Merchandise & free gifts, Online video, Point of purchase, in-store, Social media, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

Babyshop is the leading children’s retailer in the Middle East. It has always stood for celebrating parenthood and its primary consumers are Arab mothers.

In the Middle East, owing to a challenging socio-economic environment, retail brands have shelved building equity and affinity, and instead started playing the price-offs and discounts game. In the race to temporarily win share of wallet, brands have forgotten the long-term importance of share of heart and winning respect.