Creative Concept
Global Launch Campaign
Digital Marketing Strategy
Content Production
Sales Support and POS Materials
Creative Concept
Global Launch Campaign
Digital Marketing Strategy
Content Production
Sales Support and POS Materials
A car seat that meets standard regulations is considered safe by governments, retailers, and most manufacturers. But for Axkid, safety has never been about just meeting the standards or being “safe enough.” It's about exceeding them to create the safest solution possible. Axkid designs for the unexpected, testing more rigorously, designing more intelligently, and refusing to make compromises. This mindset has shaped every version of the Minikid for nearly two decades.
For the launch of the new Minikid 4, we set out to highlight the philosophy behind Axkid’s approach to safety. We aimed to capture their relentless pursuit of protection, their deep commitment to overtesting, and the care they bring to every detail of child safety. Axkid’s team aren’t just engineers, designers, or developers – they’re parents too. And as parents, they understand that “safe enough” simply isn’t safe enough.
Built by parents.
Trusted by parents.
At the heart of the campaign was a simple truth. Axkid is built by people who understand what’s at stake. As parents themselves, they view safety not as a feature, but as a responsibility. Every message, image, and interaction was crafted to reflect that belief. This wasn’t just about selling a seat, it was about standing beside other parents with clarity, conviction, and a deep commitment to rear-facing safety.
Digital marketing strategy – do things differently
Our goal was to position the Minikid 4 as Tested Beyond Standards and help parents understand that not all car seats are equally safe. Rather than relying on typical lifestyle imagery, we offered a behind-the-scenes look at Axkid and its rigorous crash testing process.
This concept shaped everything from messaging to tone to execution. Our strategy was to demonstrate how Axkid’s standards go further, and why that matters to parents making one of their most important decisions. In collaboration with Silverbullet Film, we created a cinematic story that speaks directly to parents.
“Every Minikid 4 is the result of thousands of hours of testing, iteration, and listening to real parent feedback. We don’t build just to pass crash tests—we build as if it were for our own children.”
— Anton Wall, Commercial Director, Axkid
From brand to product
From brand purpose to product benefits, every part of the campaign was designed to align with the customer journey, building trust, clarity, and momentum at each stage.
Awareness
We led with storytelling, positioning Axkid as a brand of caring parents, and the Minikid 4 as the hero. Initial messaging emphasized purpose over features, establishing emotional relevance and brand credibility.
Consideration
We highlighted the Minikid 4’s proven safety record, parent-first features, and thoughtful design. Messaging focused on trust, social proof, and a visual identity that resonated emotionally and logically.
Conversion
To encourage action, we showcased innovations like CompactFit™, SafeLock™, and the extended fit range. The creative approach made the purchase decision feel smart, intuitive, and reassuring.
The results
Smart distribution, clear creative, and a resonant message delivered real impact.
The campaign didn’t just reach parents, it activated them, turning awareness into engagement and measurable growth for the Minikid 4.
89% audience reach. Exceptional penetration that positioned Minikid 4 as a leading choice in its category.
88% increase in site traffic. Clear evidence of growing interest and real engagement with the product.
155% above benchmark in Native Display, signalling strong creative and message alignment.
+28% growth in organic search. Sustained brand interest beyond paid channels.
28M+ impressions. Strong cross-channel visibility driving top-of-mind awareness.
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