B.box Pacifier Launch

Theory Crew joined forces with b.box to amplify their ‘Bump to Baby Search’ competition and debut pacifiers into Coles supermarkets. 

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Theory Crew enlisted TV and social media personality, Tayla Broad, a recent mum, as the face of the ‘Bump to Baby Search’. Her involvement significantly boosted entries and was instrumental in securing tier-one media coverage for b.box via Bounty Parents and 9Now. 

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Leveraging dental expert Dr. Sam Koh added a layer of credibility to the campaign. Dr Koh's insights and endorsement ensured coverage via Australia’s no. 1 parenting destination, KidSpot, emphasising the benefits of b.box pacifiers.

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Celebrity and social media talent were proactively gifted with “new mum” boxes as they announced their pregnancies. Additionally, Theory Crew engaged 50 influencers in a bespoke RISER mass sampling campaign, which generated widespread UGC from mums at the right stage of their post-partum journey. 

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100 pieces of influencer content went live across the campaign period, driving a swell of awareness and entries in their first Bump to Baby Search competition, along with a media reach of more than 2m to support the pacifier launch into key retailers.