Making Noise
raptbaby

Crafting the future of infant sleep

The Challenge

To effectively alter the deep-rooted behaviors and beliefs of parents regarding childcare practices in a manner that is both respectful and inclusive. Parents have been using white noise to help their children sleep for years and no one wants to hear they've done something potentially harmful to their baby.

The Solution

Create a movement that is driven by a shared commitment to the well being of children. Crafting social media campaigns and resources designed to resonate with parents' inherent desires to provide the best care for their children. Then involving respected figures from the community, such as neuroscientists, child-care providers, and fellow parents who have successfully embraced these changes.

Revenue (First Year)
$20,000/month

Cart Conversion Rate
50%

A Novel Product

Our agency partnered with RAPTbaby, a new business launching its first product, the RAPTbaby Smarter Sleep sound machine. This device is unique because it was designed by Rutgers neuroscientist April Benasich to include "acoustic cues" that are almost inaudible, embedded in its soundtracks. These cues provide auditory stimulation for sleeping babies, helping maintain activity in the language networks of their brains.

The RAPTbaby team decided to launch this product after noting the widespread use of white noise machines in nurseries and understanding the research that white noise could hinder language development by masking the natural sounds in a baby's environment. The RAPTbaby Smarter Sleep sound machine is their answer to this issue. It aims to replace white noise with soundtracks that include beneficial auditory cues, supporting cognitive development in infants.

A New Brand

With the debut of the innovative RAPTbaby product line, including the RAPTbaby Smarter Sleep sound machine, establishing a cohesive set of standards became crucial to maintain uniformity and to establish the brand's reputation.

We developed the new Brand Bible—a thorough manual detailing all aspects of our visual and verbal brand identity. This includes guidelines on logo application, color schemes, photography aesthetics, narrative voice, and beyond. This Brand Bible is designed to ensure that every piece of communication and product presentation resonates with our core values and meets our audience's expectations, reinforcing the RAPTbaby brand's position as a leader in infant care innovation.

A Campaign for Smarter Sleep

We initiated a campaign to spread awareness about the drawbacks of white noise and position Smarter Sleep as the superior alternative. By collaborating with influencers, neuroscientists, and caregivers, we offered a diverse range of insights and testimonials to persuade individuals to transition away from traditional white noise machines.

An Animated Explanation

To demystify the complex neuroscience behind their product, we opted to produce an animated explainer video. Our goal was to simplify these scientific principles into an accessible and engaging format, all while preserving the whimsical and nurturing essence of our baby brand. Animation emerged as the ideal medium for achieving this balance, offering a visually captivating and easy-to-understand approach to conveying their unique value proposition.

Lifestyle

A central element of RAPTbaby's branding strategy emphasized lifestyle imagery. To elevate our brand's visual appeal across all platforms, we developed a comprehensive new photography suite. This enhancement spanned from packaging designs to our social media presence, website aesthetics, and paid advertising campaigns, ensuring a cohesive and captivating brand experience.