The Challenge
World-leading baby products brand Graco asked us to build them a breakthrough web presence that would transform it from a catalog-driven manufacturing company to a "brand that matters" to young parents everywhere.
The Work
Driving front-end design and back-end development, LBi created a rich content resource that has engendered an evolving community of likeminded parents who rate and compare products, and share advice and insights. Consumers engage the brand through a series of emotive "care states", an idea conceptualized by LBi's content strategy. On the backend, we built a robust platform that enables Graco to produce highly individualized, behavior-driven promotions through a set of proprietary CMS tools.
The Outcome
LBI's strategy of engaging the audience with helpful, compelling content just clicked with parents; who use the site as an ongoing resource for information and sharing. The client is thrilled with the increase in traffic, time spend on the site and changing perceptions of their global brand. So are we.