The Ask

Drive consideration and purchase intent among millennial parents in summer 2023, positioning Carter’s and OshKosh as go-to shopping destinations for budget-friendly, quality essentials for kids of all ages.

The Insight

BDG’s parenting portfolio reaches a massive 60% of all parents in the U.S., and our readers are always on the hunt for wallet-friendly kids’ brands that don’t sacrifice quality. Particularly during the summer months — which are packed with playdates, vacations, and special occasions — parents turn to us for shopping solutions that go the distance.

The Solution

We anchored this campaign in an exclusive editorial sponsorship of Romper’s New Parents issue, supplementing it with vibrant shoppable features custom shot by buzzy parenting talent, plus newsletters and social. Every content element laddered up to the goal of positioning Carter’s and OshKosh as the go-to destination for easy-breezy summer essentials that don’t break the bank.

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