Baby on Board
Bezoya’s aim was to lead the packaged water market. Thanks to its principal benefit, the very weak mineralisation, ideal for preparing baby food, we took over the maternity territory.
Babies grow, and as well as knowing how to change a nappy, when a baby comes home for the first time, there are lots of other things that happen in the family environment.
That’s why we decided not just to go for practical tips, but to get close to our target by talking from a more emotional point of view based on real stories.
Increase of 9 points in penetration in the “homes with children below the age of 6” segment (from 14.9% in 2013 to 23.8% in 2019).
The first three seasons of Baby on Board were broadcast on TV (30 episodes). A strategic shift meant that in 2016, we moved the project to an online environment, with 100% digital content and specialist influencers in maternity as drivers.
Today, the YouTube channel has more than 250 video contents and the experience of over 25 youtubers.
And, more importantly, we help new parents to enjoy most with babies at home.