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influence

#StokkeParisBaby: an immersive influencer campaign to embed the brand in young families’ everyday lives

Challenge

Objectives

Solutions

In a highly competitive childcare market, dominated by established players and numerous new entrants, Stokke needed to stand out with French consumers while showcasing its brand DNA committed, design-focused, and centered on the parent-child bond.

Strengthen Stokke’s brand awareness in the French market by deploying targeted communication initiatives aimed at attracting young parents and key opinion leaders in the childcare sector.

To address these goals, Oxygen Paris designed a tailor-made experiential activation : the Stokke® Paris Baby Walk, a guided tour of the Marais district with a selection of “mom” bloggers, all equipped with the MyCarrier™ baby carrier.
The objective : demonstrate the product’s benefits in real-life situations while generating a maximum of organic, engaging content.

Plan

  • An influencer event designed as a stylish urban stroll

    The influencer activation was built around three key pillars :

    • Contextualize the use of the MyCarrier™ baby carrier within the daily life of an urban mom
    • Build influencer buy-in to turn them into genuine brand ambassadors
    • Generate organic visibility on social media through the hashtag #StokkeParisBaby

    The program for this exclusive morning included :

    Breakfast in Beaubourg, a visit to the Azzedine Alaïa workshop, and a stroll through the Marché des Enfants Rouges, all in a warm, friendly atmosphere conducive to conversation.

    The influencers shared their experience in real time on their Instagram accounts, generating strong engagement and showcasing the product in an authentic setting.

  • A press strategy to support brand awareness growth

    In addition to this influencer activation, Oxygen rolled out a comprehensive PR program:

    • Regular communication on the brand’s product and corporate news
    • Creation of a lookbook to showcase the collections
    • Coordination of Stokke’s presence at key industry events (Salon Baby, etc.)
    • Product placement in high-audience TV shows (Masterchef, Une famille formidable, etc.)
    • Launch of contests in partnership with mainstream media such as Marie Claire

Key figures

From the streets to social media: an activation that gets people talking

  • 4500 likes
  • 70 comments on Instagram
  • 56 posts with #StokkeParisBaby

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