Following experience in the toymaking arena – thanks to ongoing work with Little Tikes – the Yorkshire-based creative digital marketing agency was handpicked to bolster Zapf Creation’s digital strategy in the UK and manage its Instagram, Facebook and Twitter social channels.
Developing the duo of modern websites – with a mobile-first approach and hassle-free checkout processes – The Bigger Boat’s brief included creating a clear distinction between the nurturing, gentle side of Baby Annabell and the adventure-led identity of BABY born.
Differentiating each brand with vibrant colours, typography and iconography, the fresh sites now both shine a spotlight on the dolls and educate parents and gift-givers about their qualities. Online menus have been simplified – to further enhance the customer experience – and there are helpful prompts for shoppers to add accessories to their ‘Baby Buggy’.
Additionally, blogs have been written to inspire families with ideas for play and provide opportunities to ‘Meet the Dolls’ – an in-depth look into the family of dolls. The Bigger Boat also manages the creation and delivery of engaging social media content, assets and management for both brands.
Doug Main, creative director for The Bigger Boat, said: “It was important for the websites to be interactive and build customer loyalty through education and information, rather than via a ‘hard sell’.
“It’s been really fun to develop, design and launch a fresh online presence for each brand – especially during a time when ecommerce is truly booming. Online shopping is huge right now so organisations must provide customers with the best possible digital experience to ensure they stand out in a crowded marketplace.”
Commenting on the eye-catching look and feel, Kasia Leskow, Zapf Creation UK’s marketing manager, added: “Each website has been designed with consumer feedback – and needs – in mind, and allows us to show appreciation for our loyal customers with exclusive offers and promotions.
“As well as enjoying simple browse-and-buy functions – while on the move – the enhanced shopping experience means visitors can easily find the perfect Baby Annabell additions for their mini nurturers to take care of, or BABY born companions to accompany eager explorers on their next adventure.”