This Ad is Designed to Appeal to Moms Buying Eco-Friendly Baby Products
Katherine Pendrill — July 12, 2016 — Marketing
The Honest Company recently released an ad that uses a testimonial from a real customer to promote its eco-friendly baby products. Like many other millennial consumers, millennial moms appreciate ads that tell stories that are authentic and relatable. This ad uses the storytelling tactic to appeal to young mothers who are looking for more natural baby products.
The 'Make a Change' ad stars Destinee Harris, who has been a customer of The Honest Company for several years. In the ad, Harris is seen cuddling her daughter, who is swathed in the company's eco-friendly diapers. The emotion-driven ad is meant to connect with millennial moms who value the comfort and safety of their children, while also prioritizing global causes such as environmentalism.
By using a personalized story and a narrative focused on millennial values, the ad for The Honest Company's eco-friendly baby products perfectly targets mothers with young families.
The 'Make a Change' ad stars Destinee Harris, who has been a customer of The Honest Company for several years. In the ad, Harris is seen cuddling her daughter, who is swathed in the company's eco-friendly diapers. The emotion-driven ad is meant to connect with millennial moms who value the comfort and safety of their children, while also prioritizing global causes such as environmentalism.
By using a personalized story and a narrative focused on millennial values, the ad for The Honest Company's eco-friendly baby products perfectly targets mothers with young families.
Trend Themes
1. Authentic Testimonials - Utilizing authentic testimonials from real customers to promote products.
2. Storytelling Ads - Creating emotionally-driven ads that connect with millennial moms by telling relatable stories.
3. Eco-friendly Products - Catering to millennial moms who prioritize the safety of their children and environmentalism with eco-friendly baby products.
Industry Implications
1. Baby Products - Incorporating eco-friendly and natural materials into baby products and promoting them through authentic storytelling ads.
2. Advertising - Creating emotionally-driven and authentic storytelling ads that appeal to millennial moms and their values.
3. Environmentalism - Promoting eco-friendly and sustainable products through personalized narratives that connect with consumers who prioritize global causes such as environmentalism.
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