"JUST START STROLLING."
Baby Jogger is born out of urban living, and with parents starting to truly embrace their urban life to the fullest, we wanted to empower new parents to also see their city not as an obstacle, but their next big adventure. We decided to tap into urban parent influencers, and work with them to lead by example. We would create complete city guides for all major cities, featuring influencer tips, tricks and favorite sites - all accessible by a Baby Jogger stroller.
CITY GUIDE BOOK
The Baby Jogger City Guide became the basis for the full campaign. It serves as the collection point for our influencer content. It’s look and feel is also inspired by the influencer content itself - framing the city as an influencer would frame an instagram post - exciting, colorful and inspiring.
ONLINE
We adapted the Baby Jogger City Guide content and look & feel for the Baby Jogger website. Online the guide become an ever updating source of influencer stories and recommendations, increasing the coverage of cities across the country becoming the ultimate resource for new parents living their best city life. It also strengthened the brand’s relationship with its current influencers, and continued to develop its influencer program.
