LEWIS conducted research on the parent audience, looking at who they were and the types of messaging they were receptive to. Having done multiple A/B testing campaigns leading up to the collaboration with Tiny Hearts, insights indicated that parents cared deeply about their infant’s wellbeing and sleep, but market over saturation meant that they didn’t know where to look for specific information around this topic.
LEWIS launched a two-week campaign, led by a product giveaway to maximise engagement. The key message focused on what the Owlet Smart Sock could do to help parents provide better care and sleep for babies at home.
Since Owlet’s target audience was predominantly active on social media, Facebook and Instagram were chosen as the primary channels for the campaign. In doing so, this also enabled greater sharing opportunities between parent groups and generate a dialogue in a space where they gathered their information the most.
To ensure that accurate demographic information and volume of entries were captured, a landing page was built on Owlet’s website. LEWIS further amplified the campaign with a collection of social posts to drive traffic directly to the landing page.