Brief:  Increase awareness of Hanna Baby line and induct new customers and gift-givers into the brand. 

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Campaign: Safe, Soft and Sustainable. The origins of the product are reintroduced and celebrated with the unique and purposeful fabrications and design features including organics and sustainability.  Real customers share their baby tips and stories and their trust and love of the brand with each other.  The creation of a new-parent network begins.  New PDP's launch with rich product details and information.

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Channels:  Paid/Owned Social Video/Print including videos of real new-mom-and-dad customers and employees sharing their stories;  Influencer/PR gifting;  Digital Ads/Partners;  Retail Store Windows/Signage;  Mailers; Homepage and PDP content.