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

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 Overview

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...

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