The UPPAbaby brand was born from the desire to provide families with quality infant and child gear that could speak for itself via the ‘Word of Mom.’ This grassroots marketing approach is still a main pillar for brand today, and has catapulted UPPAbaby to be a leading stroller and car seat company around the world.
From an entertainment marketing perspective, Mediaplacement Entertainment, inc. also adopts this organic strategy on-screen and off. In addition to traditional film and content integrations, the MEI team uses their extensive industry and representation connections to facilitate their wildly successful UPPAbaby gifting program. What had started out as influencer marketing by gifting product to top talent on sets, evolved into a seeding network of hundreds of Hollywood talent that has garnered millions in ad value across all social medias and press pickups.
UPPAbaby and Mediaplacement carefully vet and reach out to notable expecting talent and/or talent with young families. Given the brand’s longstanding reputation of premium gear, acceptance of gear is near 100%. Stars such as Shay Mitchell, Serena Williams, Priyanka Chopra, and Rihanna are among the many Hollywood mothers using UPPAbaby.
Unlike other stroller and car seat brands, UPPAbaby does not pay for any of its press or social exposure. With Mediaplacement’s knowledge of the social media landscape, the brand doesn’t need to. Celebs like Meghan Trainor, Mandy Moore, and Emily Ratajkowski have all posted content with their gear organically – and press outlets such as DailyMail, People, and Us Weekly have reshared these images organically.
Impacts:
Increased Brand Awareness:
UPPAbaby saw a substantial boost in awareness and recognition. Millions of fans and followers across social platforms and press outlets were introduced to the brand through celebrity posts and articles, creating a much-deserved buzz around the brand.
Enhanced Credibility:
The organic endorsement of UPPAbaby by these notable figures instilled a sense of trust and credibility in the brand. In a world where ‘influencing’ is a source of income, and celebrity endorsements can be bought, consumers feel more confident in their choice to purchase UPPAbaby products knowing that respected celebrities endorse them without compensation.
Diverse Audience Reach:
UPPAbaby’s brand seeding strategy with a diverse set of celebrities allowed them to reach a broader and more inclusive audience. The brand was no longer confined to film and television; it expanded its reach across various age groups, interests, and occupations in entertainment and sports.
UPPAbaby’s strategic use of brand seeding with top industry talent exemplifies the power of aligning with influential figures in entertainment. The results speak for themselves, with increased brand awareness, credibility, and connection with a broader audience. By choosing prominent figures in culture who resonate with the brand’s values and target demographics, UPPAbaby and Mediaplacement successfully cement the brand as the premium, trusted baby gear company via the ‘Word of Mom.’
