Bubze (Brand)

Giving birth to the branding and launch strategy for a new online baby accessories store.

Campaign
Digital
Social
Strategy

Mumpreneur Darragh Heard (co-owner of Heard Agency) was ready to launch Bubze.com.au, an online boutique for baby accessories. In an incredibly competitive market place heavily driven by Instagram small business success stories, we needed to develop a brand identity with cut-through and longevity, as well as ongoing integrated marketing strategies that would build brand awareness and drive sales.

The Bubze brand specialises in quality-made and competitively-priced products that are also highly stylish. Our target audience was primarily fashion and socially-conscious mums, aged between 25 to 45. We understood that we needed to highlight Bubze’s trend longevity and timelessness, veering well away from expected ‘cutesy’ or gender-conscious branding. Wanting to appeal to mums of all demographics, we aimed for something neutral, yet refined. Leaning towards an organic, individualistic and elegant aesthetic, we leveraged an on-trend pastel colour palette, geometric patterns, and a handwritten logotype.

Results

5.34% click-through rate for SEM ads
2,500+ unique visits to bubze.com.au within 16 weeks
8.3% return website visits

The name Bubze is a playful twist on the word ‘baby’, with a tone that evokes the French language, lending an air of sophistication to the brand.

It was also important to highlight that Bubze was more than a store; it has a real, female business owner and mum on the frontline that customers can relate and connect to.

With a minimal budget to work with, the first stage of our strategy focused on earned media by building up Bubze’s social followers. A huge emphasis was placed on producing engaging, useful and beautifully-styled content such as blog posts, videos, and competitions. This work resulted in Bubze’s Instagram following tripling in two weeks, a front-page editorial on Campaign Brief, and the brand being featured in the Sunday Telegraph’s 2017 Christmas gift special.