Problem: How do we get a new generation of parents to see Fisher-Price in a fresh way.
Brief: Kick off the Best Possible Start Registry Program, a $25K sweepstakes where one lucky fan will walk away with a nursery designed by Project Nursery and many other prizes.
Idea: Follow expectant parents, Tim and Calah, along their own personal journey of putting together their dream nursery. We also involved Fisher-Price’s social community by asking them to vote on which items the couple should purchase.
Results: 10.5 million impressions, 24K engagements in social, the brand's most commented posts to date and one happy baby.
Role: concept, senior copywriter