The Problem
One Fine Baby events are held in both Melbourne and Sydney each year, featuring some of the best baby-related vendors in Australia. One Fine Baby is the premier destination for mothers and mothers-to-be. These women desire carefully curated, beautiful (yet practical) products, and services designed to meet maternity, infant, and toddler needs.
Following the success of their shows from previous years, the brand wanted to evolve. They wanted these events to cement their status as a lifestyle brand, ensuring that their shows were the most creative and stylish in the Australian baby show space.
The challenge for us at headmark. was to identify what the next face of One Fine Baby would look like, zero in on their desired target audience, and then move forward with a clear vision of how to bring this new direction into reality. A branding session helped us to narrow down the key points. From there, we needed to ensure that we were able to encourage an increase in attendees through appropriate marketing. In the past, their shows were frequented by more experienced mums and bigger families, but we felt that One Fine Baby’s magic was due to reach new mums.
The Idea
In order to target the desired audience, we first needed to ensure that we were all on the same page about who the audience was precisely. Holding the branding session was a key step in this process, analysing the “look and feel” of the brand, before considering how we could present One Fine Baby as a premium brand. We then collaborated with One Fine Baby to ensure that the selected vendors themselves were reflective and consistent with this revised image, as it would be instrumental in ensuring the desired audience turned up.
First-time mums are often nervous, overwhelmed, and excited, and so we wanted the vendors to be both approachable and capable of offering the desired solutions. There was a particular interest in soon-to-be mums actively seeking practical and innovative products that guaranteed their baby’s safety (as well as those looking for something beautiful to place in their homes).
One Fine Baby had focused on traditional marketing in previous years, such as radio advertising and mail drops. We felt that the digital approach was integral for this campaign’s ensuing success in order to focus on targeting the right audience. Through careful target selection on social media (primarily Facebook and Instagram), we could reach the people who could be best matched with the selected vendors and One Fine Baby’s vision of their key audience. We utilised Eventbrite for tickets, as it is both mobile-friendly and well-integrated with Facebook. In addition, we decided that display ads would be complementary to our efforts in further raising awareness, placed on relevant sites such as parenting blogs.
The Result
The power of digital meant that we were able to reach millions of the right people on social media and through our display ads.
The Melbourne event reached 2.4 million people on Facebook and 1.2 million through display ads. The Eventbrite page had 60,000 views, and emails sent out had an impressive open rate of 43%, which is well above the industry average. Sydney’s event also was a smash hit for One Fine Baby, with 2.1 million Facebook impressions, 43,000 viewers of the Eventbrite page, and an email open rate of 32%.
New mums were well represented, with pregnant women accounting for 48% of Sydney attendees and 44% of Melbourne attendees. Through specific targeting and creative execution, the events yielded the highest turnout rate to date. Both the brand and vendors said that the right audience showed up. All in all, turnout increased around 15% across both events based on figures from the previous year.
Sometimes all your brand needs is a push in the right direction. If you’re looking for an agency to help with your digital, creative and/or advertising needs, we would love to help you reach your goals. Get in touch today!
