Bonds had been running Baby Search since 2005 to find Australia’s cutest bubs and tots. In 2013, they wanted it bigger than ever before. And to combat a challenging bricks-and-mortar retail situation, they were keen to make it more commercial by driving sales into their online store.
We knew people loved babies, their smartphones, and sharing photos on social media. The challenge was to combine them in the first-ever mobile-led Bonds Baby Search. We encouraged participants, their families and friends to shop with discount codes in the Bonds online store through incentivised entry and voting mechanics.