The Silver Cross campaign was two-fold. Firstly, they were accredited the highest safety award ever given by the prestigious crash testing company, ADAC for their Dream car seat range and secondly, we supported the launch of their stroller, the Jet. They asked Dadsnet to create a campaign to help them shout both messages from the roof tops.
Campaign: #DadsnetMeets & #DadsnetWalks
#DadsnetMeets saw us interview professional racing driver, Oli Webb about how his racing helmet is built in the same way as the safest car seat on the market.
#DadsnetWalks was designed to raise the profile of powerful challenges that dads face. In this instance, what it’s like for a black dad to raise black kids in todays world and how our mental health can take a knock when we become a father.
- To share the news about Silver Cross being awarded the highest safety rating ever given to a car seat
- To support the launch & promotion of the Silver Cross Jet stroller.
We wanted to get creative and find a new angle for talking about car seat safety. And what better way than hanging out with a pro racing driver.
The analogy was based around the fact that racing drivers helmets are in fact, car seats that go on your head. Well, not quite but built and tested in the same way and let’s face it, both protect the most precious things!
Through interview, imagery, vox pops and social promotion, Dadsnet delivered a campaign that straddled both Facebook & Instagram. Having the high profile of Oli Webb amplified the campaign further.
#DadsnetWalks took a slightly different approach – using long form video content we wanted to drill down into real-life issues that the 21st century dad faces. The 1st 2 episodes; race and mental health. Through these powerful interviews, we were able to engage the audience in meaningful ways whilst subtly sharing the product and Silver Cross values.
The numbers speak for themselves.