Bugaboo logo featuring stylized black text with circular designs integrated into the letters 'b' and 'g'. The double 'o' in 'boo' is intertwined, emphasizing the brand's modern and cohesive design aesthetic.

Chameleon Collective x Bugaboo: Reinventing Luxury Strollers in the Digital Age

A baby wearing a striped beanie and teal top is peacefully sleeping in a Bugaboo car seat. The baby is secured with a safety belt. A person's arm, dressed in a red sleeve, is gently touching the baby.

Case Study

Challenge

Bugaboo, a well-known luxury stroller company with a 20-year history in over 53 global markets, stood at a crossroads. The rise of nimble, innovative challenger brands upped the competition. Despite Bugaboo’s impressive track record, they grappled with outdated eCommerce practices that didn’t fit the evolving digital landscape. Bugaboo didn’t just aim for eCommerce; they wanted a constant digital brand presence. In response, Bugaboo teamed up with Chameleon Collective for a complete digital makeover.

Chameleon Collective, with its mix of skilled talent and adaptable methods, was the perfect guide for Bugaboo’s journey. We don’t just give advice; we dive into our client’s world, offering insights and hands-on help.

Lead

Our journey began by bringing in an interim Chief Digital Officer to create a forward-looking digital strategy for Bugaboo. This role, crucial to the brand’s renewal, was backed by other Chameleon Collective leaders focusing on creative direction, tech evaluation, and aligning Bugaboo’s brand and digital teams. They worked alongside Bugaboo’s existing CMO to adopt digital best practices and make the most of the brand’s strengths. The plan included reorganizing teams, investing in technology, and creating a growth model.

A bus stop with a glass enclosure and a bright red advertisement on the right showcasing Bugaboo. The ad, part of a savvy marketing campaign, features a stroller and the text, "Probably the smoothest thing about parenting. Stroller not included. Terms apply." Urban street background is slightly blurred.

Deliver

Bugaboo’s transformation was remarkable, with Chameleon Collective playing a pivotal role. Our introduction of top-notch digital practices fueled growth, reasserting Bugaboo’s leadership in luxury strollers.

The creation of “Bugabootique” marked another success. With an agile in-house team, Bugaboo could quickly create content and campaigns that matched changing consumer demands. No longer dependent solely on external agencies, the brand now boasted both agility and authenticity.

In essence, Chameleon Collective didn’t just tackle Bugaboo’s problems; we set them on a path of continuous digital evolution, ensuring they remain at the forefront of their industry, both today and tomorrow.

Recruit

To ensure long-term success, we focused on giving Bugaboo the talent and skills needed for sustainable growth. This involved defining crucial roles in their digital and commerce teams and closely collaborating with Bugaboo’s in-house recruiting team to find and onboard new experts. We put together a full suite of guides, processes, and training tools to keep Bugaboo’s digital momentum going.

A collage of various Bugaboo stroller advertisements showcases different models and features, including comfort, innovation, and stylish designs. Text highlights include "Ready for whatever the future brings," "An icon from the start," and "20 years of marketing transformation.

Impact

Bugaboo’s transformation was remarkable, with Chameleon Collective playing a pivotal role. Our introduction of top-notch digital practices fueled growth, reasserting Bugaboo’s leadership in luxury strollers.

The creation of “Bugabootique” marked another success. With an agile in-house team, Bugaboo could quickly create content and campaigns that matched changing consumer demands. No longer dependent solely on external agencies, the brand now boasted both agility and authenticity.

In essence, Chameleon Collective didn’t just tackle Bugaboo’s problems; we set them on a path of continuous digital evolution, ensuring they remain at the forefront of their industry, both today and tomorrow.

Significant

eCommerce Growth

YoY

Revenue Growth

Related Chameleon Team Members

Angicel Morales

Angicel Morales

Senior Program/Project Manager

Juan-Carlos Morales

Juan-Carlos Morales

Executive Creative Director

Julie Mantis

Julie Mantis

Interim VP, Brand Strategy

Kevin Flannery

Kevin Flannery

E-comm Marketing Consultant

Pamela Alegria

Pamela Alegria

Web Design

Steve Rucker

Steve Rucker

Shopify Developer

Zachary Randall

Zachary Randall

Interim Technology Leadership

Insights From Our Collective Lens

Explore our blog for unique perspectives, insights, and thought leadership from our team of industry experts.

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