The ‘Tiny Moments. Big Memories’ campaign placed My First Years products centre stage to capture the joy of children experiencing precious moments for the first time.
Aiming to drive engagement with the My 1st Years’ core audiences of parents-to-be and those gifting new parents and young families. The campaign concept needed to be really emotive to these core demographics, so that customers at each stage of the funnel not only saw and watched the video, but felt a connection and clicked through to the website and ultimately, converted to a sale.
In response to the brief, our team developed the creative concept and tagline ‘Tiny Moments. Big Memories’ with the aim to capture and share the joy of real babies experiencing life for the first time.
The final brand film follows three babies at different stages of their development as they pass key milestones in their first years. The narrative reflects the joy parents and relatives feel when they see their little loved ones through these special moments.
Filming with babies is always an experience – it requires lots of planning, making sure we’ve got a set-up that parents and babies are comfortable in – and we always have fun meeting the cast!
Our crew were on their A-game to make sure we captured the best action. As our camera moves through the scenes, beautiful happy babies are framed with lively backdrops and inventive playful props. We see the delight on their faces as they experience new stages of their development.
The final film stands out with colourful and rich art direction, stopping viewers in their tracks. Punctuated with bold motion typography, cheeky and heartfelt titles call out the milestones, with the final message ‘Big Memories Made Perfect by My 1st Years’ putting the brand at the heart of the story.
Our expert team developed a multi-channel strategy, in partnership with our sister agency Hurricane Media, with a clear customer journey, offering opportunities to demonstrate ROI throughout the duration. Our campaign concept was based on celebrating the joy in early parenthood of a baby’s first steps – tapping into the precious memories these moments can hold and the anticipation for new parents of what’s to come.
We delivered multiple formats and durations for use across YouTube, Instagram, Facebook and Pinterest to maximise reach. The 30-second video on My 1st Years’ YouTube channel has already received 232,256 views and growing.
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