We created an exact adult-size replica of one of our best-selling baby strollers, the Bliss, and invited shoppers to try it.

We intercepted parents pre-store by creating highly shareable special digital/mobile content and socialized it via paid Facebook, Twitter, Periscope, and YouTube.

We knew that showing adults being pushed around in a baby stroller was likely going to resonate with consumers, and especially first-time parents. We captured the adult stroller test-ride in environments where we could best intercept shoppers – parks and the baby stroller department in-store.

We conducted the Baby Stroller Test-Ride in baby stores and parks around the Chicago area in April 2016. We created an engaging online film that introduced and invited more people to participate in the Baby Stroller Test-Ride by Contours.

Because we were operating on such a small budget for paid social media, we leveraged the power of a great creative idea to earn social engagement, organic search interest, and media coverage on sites and news platforms. Our live experiential events were supported with an online film, live broadcasts via Twitter and Facebook, and through other social media.

The Baby Stroller Test-Ride earned Contours 580MM media impressions, increasing our social share of conversation 26 percentage points and accelerating organic search interest in our product BEFORE shoppers ever got into a store – ultimately leading to a 15% increase in sales. 

We would have otherwise delivered less than 10MM impressions of the Contours Bliss Stroller given our budget. Instead, in less than one month, we earned 479MM impressions across PR, online, and in-store as networks of parents viewed and shared our social video (53MM views; 134K shares).

The idea and video spread to more than 35 countries and was picked up by 284 news outlets around the world, which included appearances on the Today Show, Good Morning America, and MSN with more live appearances scheduled around the US.