Britax® Cypress® Infant Car Seat
Launch Date: March 2024
“Best Infant Car Seats of 2024 Winners” - Motherhood Loves Community Awards
Managed the development and execution of the go-to-market strategy for the Britax Cypress infant car seat.
Please note: I do not claim the creation or ownership of the retailer assets (above the fold, digital ads), commercial video, photography, and product landing page shown on this page.
Objectives
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Introduce an high price point infant car seat to the Britax portfolio to remain competitive in the market and appeal to a new consumer base.
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Differentiate between Cypress and other Britax infant car seats: premium melange fabrics and 3 padded infant inserts.
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Communicate features and benefits to aid new parents in the decision making process when researching and purchasing an infant car seat.
cross-functional collaboration
COnsumer profile
First-time expectant parent(s):
Searching for the best infant car seat to keep their baby safe and comfortable.
Desires to purchase from a brand that will provide peace of mind.
Searching for a product that will provide convenience as a new parent.
Prefers a premium seat in both features and design, but not a high price point.
Consumer obstacles
May feel overwhelmed in the decision making process.
Receiving recommendations or being influenced by mutiple sources (family, friends, social media, blogs).
Unsure of what features to look for in an infant car seat and which brand to purchase from.
Finding infant car seats that are affordable and safe, but lacks comfort, premium look and feel, and ease of use.
Reasons to believe
ClickTight® Installation
Premium Mélange Fabrics
Three Padded Inserts
Go-To-Market strategy
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Studio Photography
Lifestyle Photography
Commercial Video
Walkaround Video
How-To Video
Installation Videos
Product Detail Page
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Above the Fold
Below the Fold/Enhanced Content
Digital Advertisements
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Press Release
Digital Advertisements
Organic Social Posts
