Strolling into social feeds globally: product launch for Silver Cross’ Nia

A global roll-out to bring Nia to a younger, online audience

Silver Cross wanted to rewrite the rules of parenting on the move.

Introducing Nia, the first stroller to be globally IATA cabin size in both seat and carrycot mode. Designed by parents, this innovative product leads the way by creating a new category of lightweight travel systems.

Silver Cross needed to get the word out to current parents and parents-to-be, right across the world – with a particular focus on reaching a younger, city-living, travel-loving audience.

Unfolding the freedom with a styled content shoot

Nia was different to Silver Cross’ signature prams – indeed, different to any other stroller on the market.

We needed to hero the sleek, compact travel companion that’s as chic as it is revolutionary, whilst being sure to capture its key features.

The vision? A styled shoot in the city that married cool, creative concepts with strategic content ideas to turn the raw footage into final videos.

Capturing Nia’s convenience, compactness and chicness with performance-led content

With a strategic content calendar informed by current trends, TikTok SEO and insights on top-performing formats, our social content creation experts took to Leeds city centre for a day of filming.

We selected a number of locations fitting our desired aesthetic, with a full shot list of what to capture, where and with who.

Our filming gave us a camera roll of footage ready to be edited into the launch content, with raw files to share with the Silver Cross team to use across their other communication channels, as well as in future concepts.

Strolling into the social feeds of a new global audience

Teaser content was published on TikTok, followed by five pieces of core campaign content when the campaign officially launched.

The result: word spread globally to parents and parents-to-be, with over 700,000 views at the time of writing.