The Baby Talk web app allows parents to subtitle their existing baby videos to give them a voice. Using audio recognition, Baby Talk subtitles babies’ blabbering with sweet pre-written messages – which can also be edited if parents like.

These videos can then be shared with loved ones who aren’t around to spend time with the baby as much.

Mothers were our main target audience, and Facebook was the main channel used to reach them. We created posts that featured sample videos from the application, and images to intrigue parents to click the link and create their own videos.

The web app platform was chosen specifically to create a seamless transition from social (on mobile devices) to the tool. This helped increase our number of interactions significantly.