For the 3rd time since 2016, Look Further has been re-confirmed as the French PR/Influence & branding agency for Stokke, the premium Scandinavian brand that has become one of the most successful on the market. Early childhood is so complex! Then there’s an added challenge: how can you introduce the brand to future parents and make them choose it when you only have 9 months to make a difference?

Every brand, no matter its sector, would benefit from understanding the keys to success in a market like childcare, subject as it is to so many constraints and expectations. Childcare is a real hive of marketing innovation.

Key lessons :

Clients that change every 9 months
In childcare, sales cycles are short with a tiny window of opportunity. Future and young parents have little time to spend looking for the perfect equipment for their little one. There are only a few weeks between the moment the baby bump starts to round up beautifully (for those who think ahead) and the first few weeks of the child’s life (for latecomers who need to see to believe).
You need to know how to activate a virtuous circle in record time (renown > attractiveness > qualified traffic creation > sales > recommendation) and revive it successfully several times a year.

An audience of demanding AB+ millennials at sensitive times of life
Becoming a parent is always a unique and very personal experience. By giving their vision a voice and bringing it to life in a sincere way, brands can instil a trusting relationship and find a special place in the hearts of audiences. Sincerity and relevance are key.
And brands have no room for error. Inconsistencies in partnerships and negative brand associations are destabilising and muddy the waters. It’s just as important to know how to identify good collaborations as to turn down those that don't fit in with brand strategy.
Clear and precise personas and detailed knowledge of the new media they consume, the influencers they trust and campaign precision targeting all go alongside in-depth work on suggested content and strong relationships with trendsetters.

Cultural differences exacerbated between countries
Early childhood involves topics that throw up strong cultural differences: what motherhood and fatherhood should look like, the place and development of the child, meals, sleep, play, home organisation and size, etc. To successfully manage brands in this sector, you need to surround yourself with teams who are aware of these variations and who, without jeopardising brand strategy, know how to arrange for it to be launched in different countries.

Chosing the relevant partnerships
Look Further built for Stokke a network of 300 engaged influencers including journalists, media, digital influencers, inspiring personalities (entrepreneurs, creatives, artists, sportspeople, etc.).

The importance of performance monitoring
With Stokke, more than with any other client, we focus on tracking clear KPIs so we can constantly improve the strategy, the action plan and partnership selection. And it drives impressive results.

Some numbers :

• A network of 300 committed influencers bringing together journalists, media, digital influencers, inspirational personalities (entrepreneurs, creators, artists, athletes, etc.),

• A qualified reach on social networks thanks to influencer relationships of more than 30 million on average each month,

• An engagement rate of 3.5% on the Facebook France account,

• A 3-digit percentage increase in the number of sessions on the France website in 4 years.

Since 2016, Look Further is the agency in charge of Stokke's communication strategy, press relations and influence in France.

Photo credit: @raised_on_the_road