Pura
Baby Care that puts your baby’s skin and the planet first!
ICPsBrand Narrative & Messaging Evolution Challenger Brand Strategy
Shopify E-Commerce WebsiteGo-To-Market PlanPerformance MarketingInfluencers & Partnerships Strategy
5&Vine was chosen as UK Brand Pura’s Agency of Record (AoR) to develop a Challenger Brand Strategy and Go-To-Market for the US market.
THE CHALLENGE
Pura, the most accredited skin-, planet-, and wallet-friendly baby care brand in the UK, engaged 5&Vine to bring their eco-revolution to American parents. We developed Pura’s Challenger Brand Strategy and led the execution of their tactical Go-To-Market plan to outperform competition and establish Pura’s position as America’s most loved baby brand.
OUR APPROACH
We grounded our efforts in a deep understanding of the American baby care landscape, from incumbents like Huggies and Pampers to new players like Honest and HelloBello, and developed an evolved brand narrative to win with American parents.
5&Vine designed, developed, and launched a brand new award-winning US focused website for their stateside launch. The website was designed from the outset to be both conversion and SEO optimized and was developed within the Shopify Plus platform. The new US website was also aligned with supporting Pura’s Walmart focused US launch, driving traffic to generate both in-store and online sales at Walmart.
To establish credibility and build interest in a brand American parents did not know, we focused the site narrative on reinforcing Pura’s key value proposition – the Pura promise, “Good for Baby. Good for Planet.” Made by parents, for parents, Pura is leading the charge in providing skin-safe, sustainable products that are also affordable.
58Vine led Pura’s brand partnerships strategy, purposefully partnering with values-aligned companies like the ThinkDirty app, The Environmental Working Group (EWG), Baby Center, What to Expect, and theSkimm to win trust with parents that do their research on skin safety.
We leveraged organic social to engage, inspire, and convert parents into raving fans committed to Pura’s mission. Lastly, we brought their cheerful founder to the forefront of the brand via TikTok to allow the playfulness and humanity of the brand to shine through.
To generate awareness and drive sales growth, we implemented a fully managed paid media program. Campaigns were created and launched on Facebook, Instagram and Youtube. We developed a comprehensive advertising strategy and implemented sprint cycles to test campaigns, leveraging the learnings to optimize strategy and hone in on high performance tactics.
THE OUTCOME
A successful launch of the UK’s favorite baby care brand into Walmart US that has resulted in listings with several other national retailers, including Amazon. Our paid media approach achieved results for CPC and CTR that were significantly above benchmarks, while driving hundreds of thousands of customers to Pura’s pages on Walmart to purchase product.
5&Vine is also proud to share that the Pura US website is a 2023 Gold Marcom Award winner.
A Challenger Brand Strategy that has validated an evolved brand like Pura (that is good for baby’s skin, good for the planet, and good for the piggy bank) can successfully challenge incumbents and carve out white space to win the hearts and minds of American parents.
