Britax wanted to enter the cluttered and competitive performance jogging stroller market with a new range called BOB. They were looking for a way to clearly communicate the product features, articulate BOB’s superior performance and create excitement around the new brand that would encourage user trial.


  • Engage fitness expert and new Dad Shannan Ponton as a BOB Ambassador to launch the new range in Australia through various channels and tactics including:
  • Video fitness tips and stroller exercises to be housed on the BOB website, Britax social media pages and seeded to YouTube
  • A media and blogger event – ‘Tough Mother’ where Shannan hosted the event ran a boot camp putting media and key online influencers through their paces using the BOB strollers
  • Media relations including profile pieces with Shannan, trend stories, product reviews and giveaways
  • Partnerships with key retailers


  • Created five videos featuring Shannan Ponton with various BOB products
  • Hosted a ‘Tough Mother’ launch event with key stakeholders including media and bloggers