Conceptualise, design & execute the Baby Dove brand activation launch into the Irish market
A hero launch activation followed by a shopping centre roadshow. Grooveyard were required to propose locations for the experiential activity that would maximise exposure to and interaction with the target market
The primary aim of the launch was to educate Mums on the superior claims of Baby Dove and make the brand a routine item on the shopping list of the target market
Mums with children from 0-2 years, first time Mums and expectant Mums who look to friends for advice
WHAT WE DID
Grooveyard proposed the Pregnancy & Baby Fair as the perfect location for Baby Dove’s very first experiential brand activation in Ireland. The 6m x 9m build in the RDS Dublin, consisted of a bespoke baby crib style parameter with an over-sized functioning baby mobile, customised soft play flooring, comfortable & cosy seating, branded mini cupcake distribution, product range demonstrations by skincare specialists and sample distribution. Grooveyard also engaged well known Mum Lisa Jordan to not only show a live unboxing of the product range on her Snapchat, but to pre-promote the event across her social media channels and run a competition where followers could win tickets to the popular RDS exhibition. Lisa also hosted two live Q&A sessions from the Baby Dove area on the day of the fair, alongside a Baby Dove skincare specialist.
Following the hero activation, a second activation took place in Dundrum Town Centre, directly outside Mamas & Papas. The experiential build was designed and produced in such a way that it could be adapted to fit within the space constraints of a busy shopping centre concourse. Social media influencer Rosie Connolly’s pre-promotion and live Q&A sessions attracted the target market to the activation area. Toddler music classes were also scheduled throughout the day.
For the launch into retail stores and pharmacies, Grooveyard’s in-house design studio worked to put the ‘baby shower’ stamp on the full suite of Baby Dove POS; ranging from in aisle shelf talkers for supermarkets to eye catching FDSUs for local pharmacies. Grooveyard were responsible for the design of all retail and pharmacy POS throughout the country of Ireland.
EXHIBITION & SHOPPING CENTRE LIAISON
SOURCING & MANAGEMENT OF SKINCARE SPECIALISTS
PROVISION & MANAGEMENT OF BRAND AMBASSADORS
BOOKING & MANAGEMENT OF SOCIAL MEDIA INFLUENCERS
ON SITE BUILD & LIVE EVENT MANAGEMENT
Over 2,000 samples were distributed directly into the hands of the target market over the course of the two day Pregnancy & Baby Fair.
1,800 product demonstrations were also recorded between Baby Dove skincare specialists and Mums.
Social Media Influencer: Lisa Jordan
– Average of 35,000 views per Snapchat post
– Instagram competition: 47,000 impressions, 277 likes, 102 comments
– Facebook competition: 19,399 impressions, 72 likes, 80 comments
– Facebook post at the event: 46,925 impressions, 619 likes
– Instagram post at the event: 39,100 impressions, 1,907 likes
Social Media Influencer: Rosie Connolly
– Average of 25,420 views per Snapchat post
– Instagram post: 29,300 impressions, 131 likes
– Facebook post: 68,417 impressions