Skip Hop Refresh

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Skip Hop Brand Refresh

Skip Hop was in need of a product-focused refresh that catered to it's urban-skewing, engaged parent target that set itself apart from it's competitors in the retail space. We started with a simple premise:

There are certain aspects of parenting that only parents appreciate.

There's a camaraderie amongst us parents. We've seen stuff. We look at things differently and laugh... sometimes out of joy, sometimes to keep from pulling our hair out. We share an unspoken bond that non-breeders could just never understand. For just that reason, we created a fun messaging and retail-focused campaign just for parents, because — Parents Get It.

Each headline was crafted to be an inside joke that only parents would appreciate, with a focus on driving consideration and acquisition.

As the only parent, I did the writing. Then I focus tested each headline in a room full of coworkers. Everyone with a kid laughed and started telling stories of how it was relatable. Everyone without kids swore that they would now stay that way.

The below was a placement in magazines with a focus on wine where the magazine demographics overlapped ours.

We also brought our headline-driven campaign to social with a dozens of simple animated videos and banners.

Because our ultimate measurement is sales, we rethought how we engaged our audiences across all direct response channels. Email is a huge sales driver so we rethought our approach to better align with other channels to make these a bit more fun.