Ah, parenthood! You’re trucking along and then hello…you’ve created a tiny human. Welcome to your new life 2.0, where free and easy times become ‘what free time?’
Seriously though, it’s a lot of fun, because the thing is, no one ever really knows what they’re doing. No matter how many babies they have (I’m lucky enough to have four children and it was still chaos and a lot of winging it every time).
Which brings me to Baby HQ! Let me ask you – what adverts do you remember most? I’m betting it’s the ones that made you laugh, or go ‘yeah, I know what that’s like!’. Well, Byron-based Baby HQ needed my help to create some catchy billboards for the pre and post-opening of their new Brisbane flagship store. And as it just so happens, I’m a seasoned pro in babies (see above…our youngest was born in 2020!)
They didn’t want ad copy that focused on the ahhh! of cutesy tiny tots, like so many other baby retailers.
welcome home baby!…now what do we do?
So instead, I created ad copy that focused on the argh! of being a new parent – we’re talking that overwhelming, ‘what do we do now?’ that happens when you bring baby home the first time. The moment when your jeans don’t fit anymore due to your growing belly…hello elastic waists! Having pram envy over the latest baby wheels. Buying everything and anything for baby, because well, you might need it - and it’s just all so cute! (All this is true BTW; I speak from experience).
It’s a great approach. Why? Because it’s honest! It’s real. And, crucially, it’s relatable.
ad copy that makes you lol = action!
Comments like this were particular favourites of our lovely friends when I revealed I was pregnant with our fourth!! Cheers guys :)
Copy that triggers a reaction, or an emotion, makes your ad memorable. It’s the same for a website, or indeed any content. If you can provoke a positive reaction, then that may very well lead to an action - like hitting the all-important enquiry button, picking up the phone, or in this case, visiting the Baby HQ store.
So how did the campaign go? It was, of course, a huge hit! The grand opening of Baby HQ Brisbane was massively successful, with a much bigger turnout than anticipated.
One sales rep reported that all her pregnant friends had been asking about Baby HQ in the build-up to launch, having seen the billboards all over Brisbane and on social media too, where the copy was also used.
Here’s how one of the billboards looked via live cam!
I had such a laugh doing this project, it brought back some wonderful memories for me, and I loved supporting Baby HQ founder and fellow mum Elena.
Maybe I should go into advertising one day! There won’t be any more babies, however – now I’m 45, that shop is closed!!