Helping Target Baby connect with parents at every stage of their journey.

Target Baby was looking to engage with Latine parents in honest conversations around the challenges they face in every milestone of their parenting journey. The main goal for this campaign was to present Target Baby parenting solutions through genuine storytelling that injected life into our strategic insight: Parenting is about progress, not perfection. 

The Perfect Ally featured the everyday adventures of three Latine parents, highlighting how they navigated the stages of their journey with the support of their most reliable ally, Target Baby.  Jacquie Saldana, Stephanie Lee, and Jorge Narvaez shared a glimpse into moments that define the experience of raising their beautiful families, emphasizing one or more of the following parenting milestones/stages: Sleep Solutions, Potty Training, Baby Registry, Travel. This social campaign ran from August to October, 2019, delivering outstanding results.