Joie’s rear-facing baby seat physically changes the position between baby and its mother from face-to-back to back-to-back. In China, a mother’s back is a symbol for safety and reliability - many traditional Chinese paintings and images depict mothers carrying their young children on their backs as a form of bonding and protection.

Instead of rationally educating moms on the safety of rear-facing baby seats, we appealed to their desire to bond with their child by giving the protective image of “a mother’s back” an updated twist that fits with the way our rear-facing seat physically works.

Since the campaign increased the awareness of “rear-facing car seat is much safer”, the awareness and behavior will eventually boost the industry development, resulting in increasing number of companies make big investments on rear-facing car seats research and development. This will eventually boost the baby car seat industry development and elevate the industry standard.

Step 1: Create attention and initiate the topic

We invited Chinese celebrity and mother of three “Xiao S” to post pictures of her sitting back-to-back with her daughter in her car using the hashtag #goodmomsbacktoback. The photo quickly drew a lot of attention, leading to the hashtag trending on social media.

Step 2: Spark discussion and call for action

The Good Moms Back-to-Back campaign called on moms to share selfies of themselves sitting back-to-back with their children, giving traction to the conversation and encouraging sharing among our target audience. We also invited parental experts to explain why rear-facing seats were the safer option.

Step 3: Deepen interaction and establish thought leadership

On WeChat, we launched the Good Moms Back-to-Back interactive game and instructional videos to demonstrate the concepts and safety features of rear-facing seating and Joie’s leading technology in the market.

Good Moms Back-to-Back lead to a widespread conversation on child passenger safety and the benefits of rear-facing baby seats.

• #goodmomsbacktoback featured on Weibo’s trending topics list, ranking 2nd at one point;

• Page views for the #goodmomsbacktoback Weibo page reached close to 50 million, with 53,000 discussions during its first week;

• Views of the interactive WeChat content exceeded 100,000, with 40,000 unique visitors;

• The campaign received a 2 minutes feature on BTV’s Life 2016 program, a popular social commentary show with over 15 million viewers in China;

The campaign also dramatically increased awareness for Joie’s brand:

• 30 days after the campaign, Joie’s Baidu Search Index had grown 5% from the same period in the previous year, which indicates significant search volume increase of Joie-related content in Baidu, the No.1 search engine in China;

• 90% of Baidu search results for rear-facing were related to Joie, which means consumers can hardly miss Joie’s product information when they are trying to search for recommendations of rear-facing car seat online.