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Log-On for Child Safety

Opportunity

When it comes to baby gear, Child Passenger Safety Week and Baby Safety Month, both in September, are the “Super Bowl” for juvenile products companies like Chicco. In fact, as our research pointed out, the highest volume of editorial coverage and conversation about car seats, by far, occurs in September. Chicco needed to break through to parents at this critical moment and our research found that more were spending significant time with online video and tuning into online events. Facebook, in particular, had seen a rise in viewership by 50% on its live video platform.

 

Approach

Working around naptime, we hosted a 30-minute live event mid-day with Chicco Certified Child Passenger Safety Technicians as our hosts, along with a senior editor from the Car Seat Blog. Informing our content strategy for the event and providing another news peg, we conducted research with parents that illuminated a car seat safety knowledge gap. The survey found that milestone moments cause confusion about what types and modes of car seats to use when and one in two parents are missing car seat safety information. Streaming live from the parking lot at Chicco USA’s HQ, we created a compelling backdrop, outfitting family vehicles with Chicco car seats for different child stages. We incorporated graphics with findings from our parent survey, product b-roll and a live Q&A, keeping the audience engaged and spotlighting what makes Chicco car seats different.

 

Results

  • Chicco car seat mentions across Facebook and other social media jumped more than 1,000% surrounding the live event, which attracted 40,000 views. Moreover, the event pushed Chicco well ahead of other car seat brands in both volume of car seat mentions online and positive sentiment, reaching 269 million.

  • The event helped Chicco stand out with media, including national and regional parenting media and wider-reaching tech media who cast a spotlight on Chicco car seats’ innovative safety features. Our squad of car seat safety influencers helped too – with posts featuring branded Chicco graphics driving to the livestream event and spurring engagement rates as high as 10%.