Babyshop: Al Umobuwah – Putting "Mum" into "Parenthood"

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

Campaign Overview

Babyshop is a children's retailer in the Middle East. It has always stood for celebrating parenthood and being an ally in parenthood. Its primary consumers are Arab mothers.

Now, in the Middle East, owing to a challenging socio-econom

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