Dive Brief:
- Gerber is coming out with a WiFi-enabled baby formula machine, BabyNes, similar to a Keurig coffee maker and is using a variety of social outlets for its year-long digital campaign promoting the unit.
- The campaign called “Smart Enough for the Next Generation” is being handled by Terri and Sandy and will include display and video ads on Facebook, YouTube, Instagram, BabyCenter, Amazon and mom blogs.
- Florian Jacquier, Gerber's marketing and digital manager, told Adweek, "Our challenge is giving this revolutionary technology system a human benefit."
Dive Insight:
Gerber’s latest baby formula device, BabyNes, is connected to the Internet and also connects with an app via WiFi. The high-tech device costs $249.
In order to market this new technology the brand is turning to social outlets to reach its target audience, as well as using NBC’s Today Show Style Editor Bobbie Thomas as the spokesperson in the campaign’s video ads.
Jacquier said, "We wanted to showcase how BabyNes fits into Bobbie Thomas' life and tell the story in a highly emotional way."
Social media marketing this past year has emerged as a major player for advertising dollars. According to Pew Research, 65% of all adults use social media. These social platforms have come to be seen as a way to directly reach customers and prospects and a place to monitor conversations about brands.
Along with display ads, the campaign will include four online video spots, one each of 60 seconds and 15 seconds and two 30 second ads. The campaign will run ads on Facebook, YouTube, Instagram, BabyCenter, Amazon and mom blogs.