How We Helped Get The Boss Baby Back In Business
Marketing Campaign
THEY SAY DON'T WAKE A SLEEPING BABY.
BUT WHAT ABOUT A BABY'S SLEEPING FANBASE?
From staff meetings to undercover fieldwork, Boss Baby and his team were back in the office—and on Netflix.
With expectations high, and Boss Baby reviewing every piece of creative himself, there was only one path: Come up with a bullet proof business plan for Baby Corp and Boss Baby's latest series, and deliver results.
This one was going to take some overtime.
Grab your bibs–and your business cards. With the Boss Baby making his return to the corner office, the non-negotiables were clear:
- 1) Embrace Boss Baby’s humor and relevance to reactivate a dormant social community
- 2) Elevate the new series by activating Boss Baby fans, while differentiating from previous installments
- 3) Lean into the show’s relatable and modern family dynamics to welcome in new
After a five-week, highlight-filled social activation campaign, Boss Baby: Back in the Crib became one of the year’s top-performing animated series on Netflix. Here’s how we helped put the franchise put on its most stylish power suit yet:
Client DreamWorks
Project Marketing Campaign
What We Did
- Social Strategy + Ideation
- Social Campaign + Engagement
- AR Filter
- IG Story + Minigames
- Video Content
- Still Content
- Copywriting
BABY-PROOF STRATEGY
For Boss Baby's campaign window, we pulled together a content strategy that would reconnect the brand with lapsed fans while bringing fresh new "talent" into the workforce — like this faux "CAPTCHA" mini-game on IG Story. Once we had Baby Corp's blessing, it was time to go into execution mode...
OFFSITE TRAINING
Immersing fans into Boss Baby's charming, meta-commentary on the workplace, our curated content beats included Baby Corp HR Training modules, an "Offisite Training" Watch Challenge, Office-Ready Motivational Posters, Zoom meeting backgrounds, faux GlassDoor reviews, LinkedIn profiles, and much more.
GLASSDOOR REVIEWS
All workplace voices and opinions matter—even when those voices are hard-working baby voices! Embracing Baby Corp's status as a bona fide 'business,' we built in faux LinkedIn and GlassDoor review content, shedding light on what it's really like to work at Baby Corp.
EMPLOYEE ID, IN AR
For top employees like Boss Baby, an employee badge can be a kind of badge of honor. To help create a sharable moment on social, we built and implemented a custom AR lens that assigned fans their very own BabyCorp job title and ID badge, helping them perform — and look — their best.
SET UP FOR SUCCESS
To make sure all the employees in our community on social were properly trained, we filled in any gaps with regular "HR" content, launching a series of Training Modules for proper workplace etiquette and sensitivity, alongside an Offsite Training "watch challenge" that helped get fans up to speed for the new series.
HOW BOSS BABY EARNED ITS BONUS:
Boss Baby: Back in the Crib was one of the breakout animated hits of the year on Netflix, delivering the kinds of results Baby Corp’s shareholders have come to expect:
Results
- 1.7 MILLION IMPRESSIONS
- 90 THOUSAND ENGAGEMENTS
