Bebbo - Unicef

Project: Social campaign 

Boomerang undertook a comprehensive campaign for the launching of Bebbo, a sub-brand of UNICEF, targeting new parents seeking guidance through a parenting app across Europe and Asian markets. 

Understanding the nuances of the Belarus, Uzbekistan, Kyrgyzstan, and Ukraine markets was crucial. Conducting an in-depth research allowed us to tailor our approach effectively.

The core concept revolved around positioning Bebbo as a trusted companion for parents, capable of addressing their unique concerns. Our campaign strategy unfolded in three distinct phases: See, Think, and Do. During the See phase, we conveyed the Bebbo Story using compelling hero creatives that emotionally resonated with parents, drawing attention and fostering engagement by spotlighting relatable yet distinctive parenting queries. 


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The core concept revolved around positioning Bebbo as a trusted companion for parents, capable of addressing their unique concerns.

Our campaign strategy unfolded in three distinct phases: See, Think, and Do. During the See phase, we conveyed the Bebbo Story using compelling hero creatives that emotionally resonated with parents, drawing attention and fostering engagement by spotlighting relatable yet distinctive parenting queries.

 

 

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Transitioning to the Think phase, our focus was on capturing the attention of interested prospects. We emphasized messaging that highlighted relevant topics.

 The Do phase was dedicated to driving downloads efficiently. Leveraging insights from owned data sources, we tailored messaging and optimization strategies to maximize effectiveness. Additionally, we designed two distinct content blocks: entertaining content (such as games) to engage users in a fun way and informative content (providing advice) to offer practical support and guidance.

 

Initially launched in English, our campaign for Bebbo was later tailored for the specific linguistic needs of the Belarusian, Uzbek, Kyrgyz, and Ukrainian markets.

The success and positive reception of the campaign led to UNICEF entrusted our team to develop a master template. This template aimed to streamline the campaign's replication across various global markets. An evident testament to this success was witnessing our designs featured on the Bebbo Greece Instagram account, marking a proud moment.

UNICEF set a formidable business objective for Bebbo, aiming to achieve 1 million app downloads by the end of 2023, starting from an initial 175,000 app users. Through strategic planning, meticulous execution, and a dedicated team effort, we successfully surpassed this ambitious goal, reaching the milestone of 1 million Bebbo app downloads by September 2023.

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