About the Client

Aveeno Baby is a well-known brand specializing in baby skincare, with products made from gentle and natural ingredients like oats. Their baby range is designed to soothe, protect, and nourish a baby’s delicate skin. As a brand trusted by parents around the globe, Aveeno Baby wanted to bring more awareness to their product line, especially among parents with children aged 0-3 years.

Objective of the Campaign

The campaign aimed to build brand awareness among parents of infants and toddlers (0-3 years), giving them the chance to experience Aveeno Baby products firsthand. The goal was not just to create awareness but also to establish Aveeno Baby as the go-to choice for baby skincare by engaging directly with parents and kids.

Target Audience

Primary Audience: Parents of babies and toddlers (0-3 years)

Secondary Audience: Expectant parents and caregivers visiting Lulu Mall Cochin and Lulu Mall Bangalore.

Challenges

Crowded Market: Competing against many other baby skincare brands.

Low Product Familiarity: Many parents weren’t aware of the benefits of Aveeno Baby’s oat-based formulations.

Distraction Factor: Lulu Malls are busy spaces, so standing out and engaging with families in this environment was key.

Pre-Buzz Activity: Influencer Marketing

To create excitement before the activation, we collaborated with popular parenting influencers who teased the upcoming mall events on their social media. These influencers gave their followers a sneak peek into the interactive activities and product giveaways, helping to build a buzz around the event before it even started.

Campaign Flow

Custom 10×10 Stall with Product Display: We designed a 10×10 stall that highlighted the Aveeno Baby product range, with a bright, inviting layout that appealed to both parents and kids. The stall was positioned in prime spots in both Lulu Mall Cochin and Lulu Mall Bangalore, making it impossible to miss.

Engaging Oats Game for Kids

We crafted a playful, sensory experience for the children. Aveeno Baby’s products are made from oats, so we created a game around that. We set up a big glass bowl filled with oats and hid small, colorful balls inside. Kids were invited to dig through the oats and find the hidden balls. This not only entertained the children but subtly reinforced the key ingredient in Aveeno Baby’s products.

Selfie Cutout Booth for Social Sharing

To add a social media element, we set up a selfie booth with branded cutouts. Parents and their kids could snap photos and share them on their social media, tagging Aveeno Baby. This generated buzz online and encouraged more visitors to stop by the stall.

Product Samples and Giveaways

Every parent who visited the stall was given a sample of Aveeno Baby products, along with lollipops for their kids. This ensured they got to experience the product themselves after the event, creating a lasting connection with the brand.

Execution

The campaign ran over multiple weekends at Lulu Mall Cochin and Lulu Mall Bangalore:

Pre-Campaign Awareness via Influencers: Influencers in the parenting space helped generate excitement before the activation, creating anticipation for the mall event.

Stall Setup and Engagement: The Aveeno Baby stall attracted families with its engaging design, while the oats game kept children entertained, giving parents time to learn about the products.

Social Media Amplification: The selfie cutout booth encouraged parents to post pictures on social media, tagging Aveeno Baby, extending the campaign’s reach beyond just the mall visitors.

Sampling and Giveaways: A key part of the strategy was product sampling. Parents were given free product samples to try at home, making the interaction more memorable and increasing the likelihood of future purchases.

Outcome

The campaign was a huge success, achieving the desired outcomes:

Brand Awareness: The combination of influencer buzz and the in-mall activation helped Aveeno Baby reach a wide audience of parents, many of whom were introduced to the brand for the first time.

Engagement: The oats game was a hit with children, creating a memorable experience that connected kids and parents with the brand.

Social Media Impact: Parents shared their photos from the selfie booth, tagging Aveeno Baby on social media, further extending the campaign’s visibility.

Product Sampling

Lulu Mall Bangalore: 550 samples distributed

Lulu Mall Cochin: 450 samples distributed

Through direct interaction and product sampling, we ensured hundreds of parents got a firsthand experience of Aveeno Baby, which is key to building long-term customer relationships.

Conclusion

The Aveeno Baby activation at Lulu Mall Cochin and Lulu Mall Bangalore was a hit, both in terms of engaging with the target audience and driving product awareness. The mix of influencer buzz, hands-on activities for kids, social media interaction, and product sampling all worked together to create a meaningful connection between Aveeno Baby and parents.