As parents and their children gear up for the back-to-school season, Carter’s is launching a new campaign titled “More Than Just Cute.” This campaign, created in partnership with agency Mischief, aims to shift the focus from just being cute to highlighting the fits and functions preferred by young parents in the millennial and Gen Z age range. The campaign’s hero spot, “All I Am,” challenges the notion that infants are simply cute by listing their accomplishments like crawling in the mud and playing with apple sauce.
The campaign includes a mix of 30-second and 6-second videos that showcase specific kid actions, such as pushing a glass of red wine onto the carpet. These videos are being distributed across various platforms including broadcast and social media channels like Facebook, TikTok, Instagram, Pinterest, and YouTube. With this campaign, Carter’s is aiming to connect with a new generation of parents and redefine the brand in a way that resonates with the changing consumer landscape.
In a recent interview, Carter’s CMO Jeff Jenkins discussed the driving force behind the “More Than Just Cute” campaign. He emphasized the importance of understanding how the consumer is changing, particularly with more Gen Z consumers becoming parents. The campaign reflects a shift in the kids‘ clothing category from focusing solely on cuteness to embracing style and self-expression, especially on social media platforms.
The campaign’s approach of being “uncomfortable but not unnatural” is evident in the content that showcases familiar moments like a kid riding a bike into a basketball post. This approach resonates with the creator content-type model that is prevalent on platforms like TikTok and Instagram Reels. By blending traditional advertising with creator content, Carter’s is able to create engaging and relatable content that appeals to a younger audience.
When it comes to the channel mix for the campaign, Carter’s has partnered with Assembly as its media agency to ensure a strong presence across various platforms. The brand is focusing on creating creator content that aligns with the new media economy and engaging with communities like “MomTok” and “ParentingTok.” Additionally, Carter’s is leveraging traditional channels like billboards and out-of-home advertising to reach consumers where they are, particularly in malls where a significant portion of their sales occur.
In addition to the campaign, Carter’s has revamped its loyalty program to further enhance its marketing efforts. With almost 90% of sales going through the loyalty program, the brand has valuable insights into consumer behaviors and preferences. This personalized approach allows Carter’s to cater to the needs of its customers and build long-lasting relationships with them.
Overall, the “More Than Just Cute” campaign by Carter’s represents a strategic shift in the brand’s marketing approach to connect with a new generation of parents. By focusing on style, self-expression, and relatable content, Carter’s is positioning itself as a brand that understands and resonates with the evolving consumer landscape.