The work
Introducing YOYO2
- Client
- Babyzen
- Industry
- Consumer goods
- Date
- March 2025
About Babyzen
This new positioning is embodied today in a campaign that capitalizes on the rallying cry of an entire generation, from Paris to NYC, from London to Tel Aviv or Seoul, from Aix to Oslo: YO!
Babyzen makes the stroller that folds into an overhead locker. Its owners are not looking for baby equipment — they are looking for a way to keep their life after having a child. The relaunch had to speak to that, in a category that mostly speaks about safety certifications.
The challenge we take on
Universal and playful, the YO punctuates this campaign which features young parents and their children.
Premium strollers are bought once and researched to death. The category rewards reassurance, which makes every brand sound identical. We needed a signature that travelled across fourteen markets without translation, and that felt like the parents rather than the product.
The system
Two letters that work in every language we launched in.
YO became the campaign's punctuation: on out-of-home, on packaging, in the sound design, in the way people greeted each other in the films. It carried the tone without carrying a claim, which is what let it run unchanged from Seoul to Oslo.
The craft
Shot in real cities, with real folding.
No studio white. Every sequence was filmed on location with the product doing the one thing it is famous for, in one take. The result reads as documentary rather than advertising, and gave the retail teams footage they could cut for their own channels.
KPI
Performance snapshot
+42%
Test ride engagement
Increase in in-store and event stroller trials during the campaign period
18%
Conversion rate
Nearly 1 in 5 parents who tested the stroller completed a purchase
+65%
Organic social reach
Growth in user-generated content, shares, and saves across social platforms
14
Markets launched
Single creative system rolled out without local re-shoots or re-translation