Project Introduction
JoJo Maman Bébé wanted their new collection to feel like more than a product launch. Familia turned it into a community moment - bringing parents together, generating standout content and driving real commercial results in store.
the challenge
JoJo Maman Bébé wanted to deepen their connection with existing customers and reach new parents in a meaningful way beyond their retail environment. With a new seasonal collection to showcase, they needed an activation that felt warm and community-led rather than purely promotional - something that would drive footfall, generate content and create genuine brand affinity with modern families.
our solution
Familia designed and delivered a series of in-store mum and baby events across selected JoJo locations, built around seasonal themes that complemented the new product lines. Each event combined relaxed play sessions with styled product displays, allowing parents to explore the collection naturally in a welcoming, social setting. Targeted influencer attendance ensured strong content capture on the day, while a post-event PR push extended reach across parenting media and social channels.
the result
The events drove significant footfall across all locations, with each session reaching capacity. Social content generated by attending influencers and parents delivered thousands of impressions across Instagram and TikTok in the days following each activation. Press coverage appeared in key parenting titles, and in-store sales of the featured collection increased notably across participating locations in the weeks after the events.
