CASE STUDY

Challenge

Baby strollers are a category in which products are traditionally sold and bought offline. That is the case for many reasons. It is a sensitive category because it largely concerns the safety and comfort of children. Consumers want to be able to tangibly assess the safety, quality and details of the product. Moreover, spending in this product category is occasional, but the amounts are relatively high. Hence consumers get highly involved in the purchasing process to make the best possible choice. The actual purchase is preceded by a long period of consideration, which involves testing, checking out and comparing various models.

Moving this process online seems to be impossible as it has so far always been completed in traditional sales channels. Changing the purchasing model was a challenge we took on for Kinderkraft as a direct-to-customer (DTC) brand.

Solution

Changing consumer habits required us to build brand credibility and increase trust in Kinderkraft products. We achieved this through a consistent long-term content strategy which helped customers to become more familiar with the brand’s products. We created image-enhancing and tutorial videos to present the functionality of the products. The content accompanied consumers at all stages of the purchase funnel, supporting the entire decision-making process with appropriate materials.

The video content was supposed to present the product and its functionalities as accurately as possible. The quality of the material contributed to enhancing the perception of quality and trust in the Kinderkraft brand.