Case Study: Junama Prams

Client Background: For over 30 years, Junama Prams has been the last word in luxury baby travel across Europe, blending high-end design with unmatched functionality. Now, they’re rolling into the US market, ready to bring a touch of European elegance to American sidewalks. With Junama, it’s not just about getting from A to B; it’s about traveling in style, comfort, and luxury, setting new standards in the world of upscale parenting.

Challenge: As Black Friday approached, Junama Prams was poised for its much-anticipated US launch. However, the brand faced a significant digital hurdle: it had no social media traction, a sparse and unstructured feed, and a lack of brand identity representation online. Moreover, the absence of video content left a gap in engaging potential customers visually and effectively showcasing the product’s luxury and quality. Despite its established success and acclaim in Europe, Junama Prams needed a swift and strategic digital makeover to resonate with the upscale American market and harness the Black Friday shopping frenzy.

Objectives: When it comes to objectives, we like to keep things very organized. Having key performance indicators (KPI) directly related to the specific goals of the client allows us to have clear, measurable data, which enables us to tailor the strategy to what is and isn’t working.

For Junama Prams’ US market launch, our objectives were focused on creating and disseminating high-quality video content, expanding the follower base, establishing a strong and cohesive brand identity, and maintaining consistent and engaging communication with the audience.

The main KPIs for this project were:

KPI 1: Video Content Engagement: Enhance engagement, reach, and impressions through high-quality, brand-aligned video content.

KPI 2: Follower Growth: Increase the number of followers to build a substantial community around the brand.

KPI 3: Brand Identity Consistency: Establish and maintain a strong, recognizable brand identity across all social media channels.

KPI 4: Posting Consistency and Engagement: Ensure regular and engaging posts that resonate with the target audience, fostering interaction through likes, comments, and shares.

KPI 5: User-Generated Content and Interaction: Grow follower interaction through stories, shares, user-generated content (UGC), and tagged videos to build community and brand loyalty.

Solution: The solution here was simple: video content, elevated design, establish brand credibility (in the US) After determining the client’s goals, we knew the best solution would be a combination of the following services: brand identity/voice, content creation, and social media management. The breakdown of each services strategy was as follows: 

• Who was Junama Prams (brand identity): In terms of strategy, when competing with brands like Bugaboo & UPPAbaby, you can’t be basic or a copycat. We did our research, found the perfect spot for Junama to fit in the market: luxury, European, & boujee while still being safe & designed to fit your baby’s needs. Research is the cornerstone of our success and let’s just say, it pays to know who your competition is.
• Black Friday is Coming (content creation): Okay, our second biggest challenge we faced when developing this strategy was how were we going to get good, luxury content created and posted in promotion of the Black Friday launch while we waited for the pram to be delivered? Here comes that research again. Luckily, we scoured the internet, developed the content, and received the pram very quickly. After that, smooth sailing. With a developed position in the market, brand, and growing socials, all we had to do was film content. Our content strategy was:

1. Growth through visually-appealing reels using our secret formula, to reach new viewers

2. Community building, reaching new audience, & building brand foundation through static posts, carousels, and stories

3. Boost follower growth by establishing brand credibility. (i.e. Junama was new to the US but not new to the biz)

Social Media Management: We usually pair content creation & social media management together because our team is always learning about the newest algorithm updates, SEO opportunities, and technical knowledge which allows us to use all of the tiny secret spots Instagram offers for posts to reach people who may have never seen your content before. 

• The strategy for management involves: Regular engagement with followers & on brand-relevant hashtags, posting engaging stories, following up on all UGC & (optional) influencer marketing, and of course, posting all of the content with the algorithm, search engine optimization, and opportunities for growth properly applied. 
• Implementation & Results: 
• Step 1 Post: Black Friday was coming & we had a beautiful pram that was going to be at a very good deal so we scoured the internet & found out everything we could about the brand. This, combined with some images we found and some provided by the client, we develop an entire months content in less than a week, chalked full of Black Friday sneak peaks.
• Sales were great for Black Friday and they grew over 60 followers in the first 2 weeks (remember, this is before video content)