COMPREHENSIVE PROJECT: Mom’s First Helper!

CLIENT

The Baby Box contains all the essential items for the first six months of a baby’s life and has been provided to every family at the birth of a child since 2018. Ukraine is the third country in the world to offer such packages free of charge. The program has received numerous positive reviews from Ukrainian families.

TASK

The Baby Box continues to improve, and it needed appropriate branding to emphasize the importance of government support for families with newborns.

The branding had to be bright and positive. It was developed with potential future adaptations in mind and can be easily configured for various formats and media.

LOGO

We updated the Baby Box logo. The previous version was a bulky box that did not scale well. The new logo is a combined symbol featuring a stork along with a soft, separate typographic element. As a nod to the old logo, we also created an additional collaborative configuration of the logo.

TYPOGRAPHY

We created a custom version of the Bellota font with Ukrainian Cyrillic characters and soft, child-friendly lettering.

For regular large text blocks, we use the official state font, e-Ukraine.

ILLUSTRATIONS AND MASCOT

We also developed a system of light, childlike illustrations (which you may have already seen throughout the case) and introduced an adorable and energetic brand mascot—Bunny. Bunny helps the Baby Box communicate with Ukrainian mothers in a warm and friendly way!

ADVERTISING CAMPAIGN

To ensure all mothers learned about the cool, updated Baby Box, we created promotional videos.

We invited a fantastic mom and her equally amazing baby, who first won over our team with a cute baby outfit from the Baby Box, and then charmed the entire filming crew with their acting skills. It was a perfect fit—the actress-mom had personally used the Baby Box and was very satisfied with it. Maybe that’s why the filming process went so smoothly! It also helped that we collaborated with our young and fun partners at Lanet Production.

Our videos honestly depict the early stages of motherhood and childhood. Being a mom isn’t easy.

But with the Baby Box by your side, those first challenges can turn into the first happy memories!

MEDIA METRICS

As a result of the advertising campaign, the planned KPI for media performance was exceeded. The target audience—women aged 18 to 44 in Ukraine—consists of 5 million people.

By the end of the campaign, we reached 60% of the target audience, which is 3 million people.

OVERACHIEVED THE PLAN!

The actual media metrics exceeded the planned targets, with an increase in impressions, clicks, and reach. Additionally, 68% of the ad’s airtime was during Prime Time.

The digital campaign for the Baby Box also included the placement of 15-second and 70-second videos on YouTube.

Of the total target audience (women aged 18-44), 23% watched the 15-second video to completion, while 14% fully watched the 70-second version.

CASE SUMMARY