I was brought in a few months pre-launch to help develop the brand’s social media strategy. This included voice/tone, visual identity, as well as tactical decisions like cadence, channel purpose, and community building.
With beloved celebrity couple Kristen Bell & Dax Shepard as co-founders, we knew we had to harness that star power and use it to grow brand awareness and expand reach, but not let it overshadow the amazing product line itself.
The content & copy needed to be bright, energetic, and colourful but well balanced for a premium, yet accessible feel.
Research (and common sense) had shown us that parenting was really f*cking hard, so we wanted to use social media to show parents & caretakers they weren’t alone. We understood and we wanted to be a bright spot in their day.