Silver Cross - Breez launch
Rolling out Silver Cross’ revolutionary new pram: Breez social media product launch
1.5mviews on TikTok launch content
30,000engagements on TikTok
1,000new TikTok followers
Challenge
Bringing Silver Cross’ latest luxury stroller to social media scrollers
After already launching Nia, Silver Cross’ innovative new stroller system, it was time to spread the word on Breez – Silver Cross’ pram with a game-changing fold.
Breez is a hybrid travel system, designed for city-living and countryside strolls. Unlike traditional travel systems, Breez’ carrycot folds on the chassis.
We needed to introduce Breez to parents-to-be on TikTok, showcasing its incredible convenience for their everyday adventures.
Vision
Insight-driven, thumb-stopping, TikTok SEO-inspired social content
We made Breez the hero product of our TikTok calendar for the month.
As a travel system, we needed to create social content that demonstrates Breez’s multi-terrain capabilities and how it adapts to your day, however it unfolds.
Six months before product launch, we had already reset Silver Cross’ TikTok strategy and launched Nia.
This gave us the insights to build a bank of launch ideas we knew would resonate with the parent audience, powered by content formats that are proven to drive awareness and boost visibility in TikTok search.
Craft
Showcasing Breez’ adaptability in strategically-selected settings
First up, a social content creation shoot in multiple locations.
Harrogate was perfect for capturing the countryside strolls and town ambles, with Weetons the ideal backdrop for boot checks, vlog style-content and a studio shoot to hero Breez’ features and the fold.
This gave us footage to create the final pieces of content we knew would stop the scroll, and become recognisable as iconic Silver Cross formats.
On every launch, we have retailers and creators talking about Silver Cross, so we want to ensure the content surfaces for brand-related searches in the platform, such as ‘Silver Cross Breez’.
We also optimised broader types of searches, aligning with Google search data – social content is often displayed in search results.
Deliver
Strolling into millions of social feeds on launch month
We created 12 unique pieces of content for TikTok in a variety of formats, from videos to carousels.
Throughout the campaign launch month, these videos accumulated over 1.5 million views, with over 30k engagements.
The videos directly generated almost 1,000 new TikTok followers, and even a sale of the Breez 10 piece bundle via TikTok Shop.
“Working with Extreme has had a full-funnel impact for us here at Silver Cross. The content they create has not only boosted our organic social media presence, but resonates across paid media to drive tangible results.”
