The Safest
Place On
Earth.
From the moment a baby is born, a parent's arms become the safest place outside your arms. We built a campaign around that truth.
The Problem
Every car seat brand sells crash tests. No crash test has ever made a parent exhale.
What Happened Next
+3.5pt
Q4 2025 category share gain. Largest single-quarter move in recent brand history.
1.5B
Total campaign impressions. Beat the one-billion goal by 59%.
#1
In Safety on the Brand Health Tracker. The perception we set out to win.
The Setup
The baby gear aisle is a wall of specifications. Five-point harnesses. Impact ratings. Steel-reinforced frames. All of it true, none of it felt. Graco had the safety credentials and the heritage, and it was communicating like an engineering firm.
The Insight
The safest place outside your arms isn't a place. It's a feeling a parent has when they finally stop checking.
The Solution
We moved Graco from proving safety to embodying it. The campaign reframed the seat as an extension of the parent's arms: the work showed the moment of letting go, not the moment of impact.
The numbers came in.
Vision first. Craft second. Numbers third.
+3.5pt
Category share gain in Q4 2025. The largest single-quarter move in the brand's recent history.
Source. Circana
1.5B
Total impressions across the campaign. Exceeded the one-billion goal by 59%.
Q4 earned. 1.59B (159% to goal)
#1
Car seat & stroller brand in Registry demand. Amazon, Babylist, Target, Walmart.
#1
In Safety on the Brand Health Tracker. The perception we set out to win.
#1
On Babylist. Beat Nuna for the top spot in the most competitive registry platform.
37%
Unaided awareness
+9 pts YoY
32%
Brand promise association
+4 pts
61
Net Promoter Score
Brand Love. 61%
97%
Consider-to-purchase conversion
Funnel collapse
+$43M
Babylist Registry Size growth. Graco was the platform's top growth driver.
+65% growth
171
Q4 earned media placements (98% to goal) across consumer, parenting, and trade press.
Most
Trustworthy brand in the category.
Specs prove safety. Feelings sell it. If your category leans on one and needs the other, we'd love to talk.
Get in touch