TARGET | BABY DIGS
First time parents often fear losing their identity when baby comes. For Target Baby's social campaign we wanted to show how parents can embrace their own passions and interests by creating a unique nursery that’s so them. We told the stories of real Millennial couples with diverse backgrounds and passions and turned those stories into a snackable content series to inspire other parents-to-be.
With a scrappy budget we created two :60 online films, three DIY videos, six DIY projects, seven curated nursery bundles, a handful of playful .gifs and more Pins that the average number of diapers a newborn blows through in a day (it's a lot). The films created a new Target precedent with over 1 million YouTube views for our first video, half a mill on our second video, and another a million views combined on our DIY videos.