Case Study: Boodywear builds a softer baby brand for new parents with Workhorse

Boodywear builds BoodyBaby inside its brand with Workhorse over 4 years

Boodywear, an apparel company, faced the challenge of launching a new infant basics line, BoodyBaby, without having it get lost within its existing brand or break away so completely that it felt like a separate company. They needed to reach a new audience of exhausted new parents who required a different, softer marketing approach than their core values-driven customer. Workhorse was engaged to help build this sibling brand.

Workhorse implemented a solution that maintained Boody's foundational 60/40 content mix and fiber story standards while creating a distinct identity for BoodyBaby. This involved developing a softer brand voice, warmer photography, and a dedicated hashtag strategy. Crucially, Workhorse recruited a separate roster of approximately 30 parenting creators and health professionals to produce authentic content. The vendor's strategy resulted in the production of around 250 baby posts and successfully established BoodyBaby as a trusted line for new parents within the larger Boody brand.

Boodywear