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 dailymail.co.uk (60%), nba.com, and thebump.com.
- 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:

Insight Sources: Digital spend insights estimated by Pathmatics.

Spending Shifts Northeast Consumer Goods Experiential digital National Campaign Launch Men Millennials Parents Women Gen-Z Product Launch