Hunter

London

Raising awareness of a challenger brand amongst parents-to-be

Challenge

Challenger brand, Nanit, a smart baby monitor, gained cult status in the US thanks to endorsements from celebrities like Kim Kardashian. HUNTER: London was challenged to raise brand awareness in the UK, which was low since the product's launch, where price had been a barrier to purchase, and drive market share gain.

Insights

Analysis of the parenting purchase journey for a monitor revealed our target audience were first-time parents-to-be who were highly receptive to reviews and recommendations. Baby sleep (safety and quality) was one of their leading concerns and they were open to expert advice in this area.

Solution

HUNTER delivered a hard-working press office, through product reviews, expert advice and influencer listening. ’Tried and tested’ features in national, lifestyle and parenting press highlighted Nanit as more than just a baby cam, helping to justify the higher price point. HUNTER positioned Nanit as leaders and experts in baby sleep by utilising the brand's key spokespeople for media commentary. Influencer listening, enabled a targeted gifting programme to those announcing their pregnancies and expecting their first child.

Results

Multiple earned media placements in national, regional and consumer titles, and an interview with a lead research body for the CEO, positioned Nanit as the ‘one to watch’ cutting edge tech brand in the parenting space, raising awareness and justifying Nanit’s price point, generating 31.1M + potential audience reach.

Nanit: Raising awareness of a challenger brand amongst parents-to-be

HUNTER: London was challenged to raise brand awareness of baby monitor, Nanit, which had low awareness since the product's launch in 2019, where price had been a barrier to purchase.