CLIENT BRIEF
Our work with Baby Bunting has covered a diverse range of video content, created for audiences both outside and inside the business.
From customer stories and social media campaigns to new store launches, leadership communications, recruitment, company values and conference content, each project has required a different approach.
For Visual Culture, the opportunity has been to develop an understanding of the Baby Bunting brand and use that knowledge across very different styles of production – creating content that feels appropriate for the audience, platform and purpose.
OUR APPROACH
There isn’t one formula for creating effective video content.
A social video designed to stop someone scrolling requires a very different approach to a leadership message for employees. A new store reveal needs energy and excitement, while a learning resource needs to communicate information clearly and remain useful long after it is filmed.
Our work with Baby Bunting has allowed us to apply these different production styles while maintaining a consistent understanding of the brand.
Creating Excitement Around New Stores
As Baby Bunting introduced its new-format stores, video provided an opportunity to do more than simply show the new spaces.
We created customer reveals and walkthroughs that captured genuine reactions while taking audiences through the new store experience.
For the launch of one of Baby Bunting’s newest stores, we took a completely different approach again – producing an ambitious FPV drone fly-through.
Flying continuously through the store created a fast-moving tour that introduced the scale, departments, products and experience in a way a conventional walkthrough couldn’t.
The video went on to achieve more than 20 million views on YouTube, demonstrating just how far the right creative idea can travel.
Customer & Social Content
Our social media work has put Baby Bunting customers at the centre of the story.
Rather than simply talking about products or services, customer-led content provides an opportunity to capture real experiences and personalities.
These projects are produced with social platforms in mind – finding the story quickly, creating an immediate connection with the viewer and delivering content in formats suited to the way audiences consume video online.
Communicating With the Baby Bunting Team
Not all of the content we produce is customer-facing.
Visual Culture has also supported Baby Bunting with internal communications, including leadership messages, company values and recruitment content.
These projects require a different style of production, but the objective remains the same: understand the audience and communicate with them in a way that feels clear, authentic and engaging.
For leadership and values content in particular, our role extends beyond filming. We work with presenters to help them feel comfortable on camera and deliver their message naturally, creating communications that feel like they come from a person rather than simply from an organisation.
Extending the Value of Events
Baby Bunting’s conferences have also provided opportunities to create content that continues to deliver value after the event itself.
For one conference project, our team captured presentations from 30 Baby Bunting partners.
Rather than those presentations only benefiting the people in the room, they were professionally captured and transformed into learning resources that could be shared with the wider Baby Bunting team.
It meant the investment in bringing partners and expertise together for the conference could reach a much larger internal audience and remain accessible beyond the event.
OUTCOME
Across our work with Baby Bunting, we have created video for very different audiences, channels and objectives.
Some content is designed to generate immediate attention and excitement. Other projects are created to inform, educate, recruit or connect people within the organisation.
That variety is one of the strengths of an ongoing production relationship.
By understanding the brand, its audiences and the way Baby Bunting communicates, we can adapt the creative and production approach without starting from scratch every time.
The result has been everything from highly shareable social and store-launch content reaching millions of viewers to leadership communications and learning resources created specifically for the Baby Bunting team.
Different videos. Different audiences. Different objectives.
But in every case, the starting point is the same: understanding what the video needs to achieve and finding the most effective way to tell the story.
