Campaign details

Brand: Babyshop
Brand owner: Landmark Group
Lead agency: FP7 McCann Dubai
Contributing agencies: 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 a children’s retailer in the Middle East. It has always stood for celebrating parenthood by being an ally in it. Its primary consumers are Arab mothers.

Now, in the Middle East, owing to a challenging socio-economic environment, the retail category is becoming more competitive, with every brand losing focus on building its equity and affinity and, instead, ending up playing the discounts game. In the race to temporarily win share of wallet, brands have forgotten the importance of share of heart and winning respect.