Babyshop: Al Umobuwah – Putting 'Mum' into 'Parenthood'

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

Campaign details

Brand: BabyshopBrand owner: Landmark GroupLead agency: FP7 McCann DubaiContributing agency: InHypeCountry: Middle East & North AfricaIndustries: Clothing & fashion retailMedia channels: Content marketing, Merchandise & free gifts, Online video, Point of purchase, in-store, Social media, Word of mouth, advocacyBudget: 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...

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