Kolcraft

The Baby Stroller Test-Ride by Contours

Promotional Activation
Video

Idea

Stroller shopping can be a challenge for parents for many reasons. But an often overlooked stroller-buying consideration is how the baby feels. This is because babies can’t verbalize their comfort levels or preferences, and average-sized adults can’t fit themselves into strollers to experience them firsthand. Taking inspiration from car test-drives, The Baby Stroller Test-Ride by Contours changes stroller-shopping behavior by giving parents, for the first time ever, the experience of riding in the stroller.

Impact

Contours saw a 26 percentage point increase in social share of conversation which accelerated organic search interest in the product before shoppers ever got to the store, ultimately leading to a 15% increase in sales. There was a 225% increase in website traffic to product pages, nearly 480 million total impressions across all activity.

This campaign was been recognized at numerous award shows, including the Cannes Lion Festival, the Effie Awards, the Clio Awards, One Show, D&AD, Andy Awards and the London International Awards.

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