Menu
Menu
Reconnected revitalised Playgro’s brand, improved sell-through rates, and drove significant physical distribution and internal engagement.
months in four years,during June and July 2024
on social media engagement,surpassing industry averages
Playgro’s over-reliance on sales without strong brand positioning resulted in declining sell-through rates, negatively impacting retailer relationships worldwide.
Reconnected returned to marketing fundamentals, commissioning a global research study using NLP and quantitative surveys. This study uncovered category drivers, product gaps, emotional drivers, Category Entry Points, and declining trends among competitors. Despite high awareness, Playgro ranked low on consideration, indicating a need to redefine its brand identity.
The creative strategy targeted lower-middle-class parents and focused on emotional drivers like fun, cuteness and everyday moments, countering the prevalent comparison pressures faced by this demographic.
Playgro’s mission was redefined to focus on helping the next generation of parents thrive through play.
Launching a global brand platform activated in 110 countries.
Developing a TikTok-first social media strategy with varied content formats.
Creating comprehensive global retail playbooks for different retail types.
Building ‘Playgro University’ for distributor training and implementing a marketing governance system.
Rebuilding the website and producing comprehensive multimedia assets.
Collaborating closely with product and sales teams, resulting in the recruitment of a new Global Marketing and Sales Director to spearhead ongoing efforts.
Fill in the form below to speak with us today!
We acknowledge the deep history and connection to country and culture shared by First Nation’s people throughout Australia. We acknowledge that this connection has neither been ceded nor their sovereignty.
© Reconnected Marketing 2024
