The jaded, overly critical side of me wants to scream, “Really? Really? Another brand leveraging babies and overwrought emotion to sell stuff?”
The other side counters with, “Wow! What an inventively creative way to connect with those about to embark upon the epic voyage of parenthood!”
What am I talking about? A recent video from Extra Space Storage, ingeniously tied to the brand promise, that’s entitled Parenting Advice – 10 Things I Wish I’d Known Before Having A Baby.
Created by Utah-based agency Issimo, new parents offer advice to parents-to-be such as “get on a schedule,” “take a break,” “take time for yourself,” “be prepared for the unexpected” and, of course, “be prepared to love something more than you ever thought you could.”
Since its launch on March 20, the video has, decidedly, gone viral and garnered 1.1 million views on YouTube.
Following the video’s debut on YouTube, the brand promoted it on promoted it on its blog in a post entitled 10 Things I’d Wish I’d Known Before Having A Baby. One of the tips shared there: “If things get messy, don’t torment yourself with trying to decide what to keep. Use storage and figure it out when you’re less busy.”
The brand also solicited people to offer advice to parents using the hashtag #MakeRoomForLife on Facebook and Twitter:
What advice would you give to first-time parents? #MakeRoomForLife pic.twitter.com/WdXZ8AkqtD — Extra Space Storage (@extraspace) March 20, 2015
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