Parents Opps: Nuna Baby launches one-of-a-kind products, supporting campaign

Sales Lead: Nuna recently debuted a "revolutionary" baby travel product, PIP urbn, along with a supporting ad,

  • The product's magnetic buckle holders, ergonomic handles wrapped in luxe leatherette, and Nuna's signature Sky Drapea, sets it apart from similar brands.
    • The Sky Drapea pulls out from the car seat's canopy and attaches easily with magnets.
  • Nuna also launched a new folding car seat that pairs well with the PIP urbn.
  • As you can see in the video above, Nuna also launched promotional material to support the launch.
  • The company will likely:
    • Continue ramping up spend
  • Target demographic
    • Primary: ​​​​​​​Gen-Z and millennial moms
    • Secondary: Dads
      • ​​​​​​​Nuna has started working with sports marketing more, which leads me to believe it's targeting parents of all genders.

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: Since the beginning of 2022, Nuna has spent approximately $19k on digital ads.
    • YTD data: The company has earned ~3.9m digital impressions YTD via desktop display (38%), Instagram (37%), Facebook (16%), and mobile display (8%) ads.
      • ​​​​​​​​​​​​​​Nuna has placed this year's desktop display ads via Google AdX + AdSense (60%) and site direct (40%) onto (60%),, and
    • Last year: In 2021, the company's estimated full-year spend of $19.3k reached only around half of the roughly $38.6k spent in 2020.
  • Additional channel insights  
    • As you can tell from the video above, the company utilizes experiential activations.
    • As I briefly mentioned, tt has also started leaning more heavily on sports marketing.

Additional agency insights:

  • Opportunity: Get in touch soon to see if Nuna is in search of agency partners.
  • Current agency roster:
    • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics.​​​​​​​