Grok is a multi-disciplinary, full-service agency.
20 W 22nd Street
New York, NY
Strategy | Brand Identity | Advertising | Video | Digital Content | Social Media | Web Design | E-Commerce | Community Management
Cuties came to Grok with nothing more than a name. We transformed that name into a premium e-commerce brand.
– Kip Olmstead, Chief Marketing Officer
In a time when long-standing category leaders are spending millions in traditional advertising, Grok developed a media-agnostic campaign with messaging that targets new millennial parents, while also communicating that the products are sold online only.
To convince a new generation of parents to give Cuties a try, Grok wanted the diapers to make a statement – a fashion statement. We designed adorable animal faces and tails for the diapers, the front and back interplay was an industry first, and modernized the packaging for the full line of diapers, wipes, and training underwear.
The new site exuded Cuties in every click. Cinematic short films and cute demo videos showcased the brand’s trademarked features and fashionable designs. Visitors could explore the products from every angle and dive deeper into their ingredients, as well as the brand’s story.
Grok worked directly with the client’s internal development team to manage the demands of the responsive design.
Grok took to social media to further differentiate Cuties from its competitors. We developed a new social media strategy, created the content, and managed the community across Facebook and Instagram. And we worked with smart, influential partners to grow the cuties community where Moms and Dads share photos of their cuties in Cuties.
In an overcrowded, oversaturated market with massive competitors like Pampers (P&G) and Huggies (Kimberly-Clark), we used Amazon to create a new retail experience and position Cuties as a new generation of baby care for a new generation of parents.