Babies "R" Us 'Be-Prepared-ish' Campaign

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Babies "R" Us 'Be-Prepared-ish' Campaign

By Dan Ochwat - 09/13/2017

Babies “R” Us has launched a campaign called “Be Prepared-ish” that embraces the faults and challenges of new parents, while aiming that cheekiness at Millennial moms. The retailer ushered in the campaign with digital ads on social channels and parenting sites, social media content with more than
20 influencers, a SnapChat filter and digital video.

The retailer is also asking parents to share on their social channel of choice a parenting story or tip with the #iwasntpreparedfor hashtag. The posts will be added to a page dedicated to the campaign on the retailer’s website. There is also a sweepstakes around the hashtag and posts. The campaign is starting in the digital space but is expected to become a full-on rebrand for Babies “R” Us. A rebrand party was held in New York for the new campaign created with its agency BBDO, New York.