Campaign: Babies”R”Us/Operation Shower
Nonprofit Partner: Operation Shower
Launch Date: May 8, 2012
Babies”R”Us announced the launch of a new, multi-level cause marketing partnership with Operation Shower to benefit military moms-to-be. Babies”R”Us will co-host several large-scale baby showers with Operation Shower over the next year, where moms will receive much-needed gifts as well as Babies”R”Us gift cards. Babies”R”Us will also use their registry to fundraise by offering expectant parents the opportunity to request donations for Operation Shower from friends and family purchasing items from their registry. Expectant moms who register online at Babiesrus.com can add an Operation Shower donation of $1 or more to their new or existing registry. Consumers can also purchase items directly from the official Operation Shower baby registry. To kick off the partnership, the Toys”R”Us Children’s Fund has donated $100,000 to Operation Shower.
This campaign is perfectly positioned for the Babies”R”Us brand in support of military families and well-timed for both Mother’s Day and Military Appreciation Month (May). Making use of their well-traveled registry is a smart way to engage consumers while already in purchase-mode. A social sharing component (Pinterest?) might increase participation and virality of this effort, particularly if combined with a product coupon.