The most pertinent question asked in retail circles is: "Will brick and mortar retail survive in the Middle East?"

Industry watchers and analysts have raised this question and debated endlessly in almost every retail focused congregation or online article.

But, the necessary question is what do consumers want and how do retail brands win them in today's world full of choices?

Babyshop, is a leading children's retailer in the Middle East.

While Babyshop was well-known as a store, it wasn't known to be a brand that Arab mothers aspired to associate with.

With its newly introduced purpose of, "Celebrating Parenthood", Babyshop had an opportunity to consistently activate its purpose across the year.

Hence, the goal was to look out for occasions that enabled Babyshop to bring its purpose to life and win share-of-heart to win share-of-wallet vs. the other way around that was tending to be the norm in retail.

Tapping into the Arabic language was a daring strategy from a children's retailer. And amidst backlash and negative sentiments, pre and post launch, from people and from media, Babyshop remained brave and stood true to its strategy and ambition.

Leading Arabic news channels and talk shows endorsed the idea.

The word earned 400,000+ mentions on social media alone.

2.3 billion earned media impressions.

Endorsed by popular Arab media voices, reached 220 million people regionally (92% of people across 6 key markets).

$4.5 million earned media and rising, across leading regional news and mass media online platforms.

And despite 50% negative sentiments in its first week, the word achieved 87% positive sentiments across 6 key markets.

With support, it also got published in an Arabic dictionary.

Cross-regional commercial impact (vs. period prior):

+27% brand buzz.

+32% brand love with Arab mothers.

+21% relevance.

+12% consideration.

+4% new customers

+2.3% wallet volumes.