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Love To Dream is using online content to teach parents the power of sleep

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By Danielle Long, Acting APAC Editor

October 10, 2022 | 7 min read

Adored by parents and babies worldwide, Aussie sleep brand Love To Dream has built a loyal following from word-of-mouth and customer advocacy. As the brand eyes new markets, it has created an online content platform to help drive growth.

Love To Dream

Sleep brand Love To Dream creates content platform to promote sleep education as it grows in new markets

Love To Dream’s success was built on its unique arms-up Swaddle, the Swaddle Up, which gifted sleep-deprived parents with a simple, no-fuss swaddle to help ensure everyone got a good night’s sleep.

The brand has expanded beyond its award-winning Swaddle Up to provide safe sleeping options for babies and toddlers with sleeping bags, suits and bedding.

Most significantly, the brand has evolved its positioning from selling baby and toddler sleep solutions to celebrating the power of sleep.

Central to this positioning and the brand’s international growth is an educational focus that has seen the creation of a 14-part online video series to raise greater awareness about safe and effective sleep practices.

Christine Yoon, chief marketing officer at Love To Dream, told The Drum the brand evolution was driven by the 14-year-old company’s diversification as it matures.

“The brand was originally positioned as a challenger brand in the category with the brand purpose anchored in ‘game-changing sleep’, says Yoon.

“While our original Swaddle Up is still the core product in our portfolio and an entry point for parents to explore our brand, we have grown and matured over the last few years, diversifying into other sleepwear products, e.g. sleep suits and bags for older children and other non-sleep wear products such as bedding.

“As the brand has taken on more of a category leadership role, we have also noticed that more customers are looking to us for wisdom and knowledge to provide parents with the information they need more broadly around baby’s sleep solutions.

“As a leader in sleep solutions, we believe that it is vital that we continue to innovate and that we also evolve as a brand. Our brand focus now goes beyond creating a sleep solution at a functional level – we want to help celebrate the power of sleep, encourage bigger dreams to brighten our world.”

Yoon says Love To Dream now considers education a core part of the brand’s marketing strategy, particularly as it enters new markets that are less informed about safe-sleep practices.

The Sleep Series is a significant education and awareness platform for the brand. Billed as a comprehensive guide to give parents the knowledge, tools and confidence to help their baby sleep. The content includes videos, lessons and downloadable guides with information, advice and insights from paediatric experts.

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As Love To Dream navigates new international markets where different cultures hold differing approaches and attitudes to sleep practices, the brand is doubling down on education and customer advocacy rather than investing in advertising.

“The brand is in so many different markets around the world and hence it’s critical we be customer-first in our thinking. In some of the markets we are an emerging brand whilst in others we are well established. In some of the markets, swaddling’ can be a completely foreign concept in which case the category education needs to be done as a priority,” says Yoon.

“Customers from different markets not only have varying preferences in product style, size, shopping behaviours but also different questions,, so we need to cater to these differences and personalise the holistic experience - including how and where we talk to them - as best as we can. There is no one marketing approach that fits all.”

“The success of our brand has largely been driven by word of mouth and ongoing customer advocacy. Parents ultimately trust other parents and a key focus for the brand to date has been leveraging channels or assets that allow us to have either direct dialogue with customers or those that support and drive advocacy – so our reviews, customer testimonials and user generated content have each played a key role.”

Yoon says as Love To Dream positions the brand as the leading sleep brand globally, its focus on innovation is critical.

“Innovation lies at the heart of the Love To Dream brand and as a business we have always placed great emphasis on being innovative, open to new ways of doing things and finding inspiration from all around us, particularly the families we help,” says Yoon.

“There are millions and millions of parents around the world all looking for sleeping solutions of some kind so you can imagine, to retain a leadership position we need to be constantly on our game, delivering a point of difference in the market and real value to our customers,” says Yoon.

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