Babyshop is a children's retailer in the Middle East. It has always stood for celebrating parenthood and being an ally in parenthood. Its primary consumers are Arab mothers.
Now, in the Middle East, owing to a challenging socio-economic environment, the retail category is getting more competitive, with every brand losing focus on building its equity and affinity, and instead, ending up playing the price-offs and discounts game. In the race to temporarily win share of wallet, brands have forgotten the importance of share-of-heart and winning respect.
Arab mothers prefer buying from brands that mean something to them. Even though discounts tempt the purse strings, they prefer to buy into what the brand stands for and then, buy into the products sold by the brands.
On Mother's Day 2018, Babyshop wanted to win that share of heart and win love from Arab mothers, as a retailer they'd want to associate with. This would help the brand improve its image and trigger a growth in its flat-line performance with Arab mothers.