Branding Case Study
Launching a Pediatric Health & Safety Brand
from the Ground Up
BY THE NUMBERS
Facebook impressions in year one
%
increase in clicks year over year
%
increase in engagement in year one
Expanded retail
distribution
to Walmart and Publix
The Situation
Nicklaus Children’s Hospital sought to extend its footprint beyond clinical care into consumer products, building a new revenue stream while reinforcing its trusted reputation in pediatric health. The goal was to create and launch a healthcare product brand that translated decades of pediatric research into practical, parent-friendly tools for everyday life.
The Approach
ab+a partnered with Nicklaus Children’s to create KidzStuff, a health and safety product line designed to help families care for their children at home. The strategy leveraged Nicklaus’ 60-year pediatric research legacy to establish a brand platform rooted in credibility and trust.
Key elements included:
- Ground-up brand creation: positioning, naming, and visual identity.
- Digital-first launch: integrated campaigns across social, blogs, influencers, and Black Friday promotions.
- Demand generation focus: engaging parents directly through relatable channels and product storytelling.
The product line featured specialty innovations such as insect shield rompers, child safety nail clippers, sunblocker rompers, three-sided toothbrushes, and recipe books for parents.
The Results
The campaign drove measurable growth from the outset:
- Year-over-year sales growth across key products.
- 1.8M Facebook impressions, with a 200% increase in clicks and 375% increase in engagement in the first year alone.
- Retail expansion: the success of the launch led to broader distribution through Walmart and Publix, bringing KidzStuff products to families across new markets.
KidzStuff allowed us to extend our promise of care beyond the hospital walls. Parents saw Nicklaus Children’s not just as a healthcare provider, but as a partner in everyday child safety and wellness.
Nicklaus Children’s Health System Executive Composite
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