The Safest
Place Outside
Your Arms.
From the moment a baby is born, a parent's arms become the safest place on earth. We built a campaign around that truth.
Modern parents are pulled in every direction.
Graco needed to move beyond product features and into emotional territory. Parents don't just need gear. They need reassurance that the brand they choose is an extension of their own instinct and care.
From the moment a baby is born, the parents' arms become the safest place on earth. Strategic Insight
Position Graco as an emotional extension of a parent's arms.
The brand becomes the substitute when parents are pulled in multiple directions. Offering protection and comfort that mirrors parental instinct. Every piece of creative put authentic parent-child moments at the center, with Graco as the quiet, trusted presence enabling them.
A system built around one emotional truth.
The numbers came in.
Vision first. Craft second. Numbers third.
+3.5pt
Category share gain in Q4 2025. The largest single-quarter move in the brand's recent history.
Source. Circana
1.5B
Total impressions across the campaign. Exceeded the one-billion goal by 59%.
Q4 earned. 1.59B (159% to goal)
#1
Car seat & stroller brand in Registry demand. Amazon, Babylist, Target, Walmart.
#1
In Safety on the Brand Health Tracker. The perception we set out to win.
#1
On Babylist. Beat Nuna for the top spot in the most competitive registry platform.
37%
Unaided awareness
+9 pts YoY
32%
Brand promise association
+4 pts
61
Net Promoter Score
Brand Love. 61%
97%
Consider-to-purchase conversion
Funnel collapse
+$43M
Babylist Registry Size growth. Graco was the platform's top growth driver.
+65% growth
171
Q4 earned media placements (98% to goal) across consumer, parenting, and trade press.
Most
Trustworthy brand in the category.