agenda
• DTC Platform Updates: Dive into our direct-to-consumer strategy, new Shopify theme rollout, and traffic-driving tactics.
• Social Media Strategy: Discuss channel focus, consistency, and collaborative campaigns for impactful local presence.
• Amazon Strategy: Tackle challenges, optimise listings, and enhance collaboration to strengthen our Amazon footprint.
• Open Forum & Q&A: Share ideas and insights to address challenges and identify opportunities.
the global DTC
b.box global website structure
overview
Strengthening global consistency while enabling local market adaptability
key highlights:
• Australia: The leader in the redesign project, setting the benchmark for global rollouts.
• USA: Focused on Direct-to-Consumer (DTC) growth with a strong emphasis on seasonal campaigns.
• Europe:
• Netherlands as the primary market, supported by multilingual Shopify Markets – France, Belgium, and Italy(?)
• Germany, Spain, and UK adopting a distributor-managed store model for localised fulfilment and operational independence.
This strategy empowers us to streamline operations globally while ensuring each region and market meets its unique customer needs.
our consumers:
spotlight
on
our consumers:
the rookie rockstars
New to parenting, they’re navigating a world of sleepless nights and first milestones. They’re eager to learn, looking for products and advice to make this exciting (and chaotic!) chapter smoother.
• Mobile-first shoppers: Predominantly use mobile devices for browsing and purchasing across all categories.
• Life stage: Often newly married, expecting a child, or parents of young children (babies or toddlers).
• Amazon usage: Likely to hold Amazon Prime subscriptions for convenience and value.
• Tech profile: Classified as digital natives, having grown up with digital technology as part of their daily lives.
our consumers: the juggling pros
These seasoned parents have mastered the art of juggling: school runs, extracurricular activities, work deadlines, and family dinners. They know what works for their family and love anything that saves time and energy.
• Hybrid shopping habits: Frequently use mobile devices for everyday purchases but turn to desktops or tablets for high-value transactions like travel bookings.
• Life stage: Typically parents of children aged between preschool and 10 years old.
• Amazon usage: Regular users of Amazon Prime for timesaving and family-oriented purchases.
• Tech profile: Considered digital adopters, having transitioned to digital technologies during early adulthood and using them effectively.
our consumers: the wise cheerleaders
With older kids, these parents have seen it all—and are pros at finding thoughtful, practical solutions. They’re the family cheerleaders, always ready with advice, support, and just the right gift.
• Desktop-oriented: Spend more time researching on desktops but often complete transactions via mobile devices.
• Life stage: Parents of older children (11+ years) with a tendency to shop for gifting purposes.
• Shopping habits: Prefer tactile, in-person shopping for certain product categories, particularly when buying for others.
• Tech profile: Identified as digital adopters, having adopted digital tools later in life with varying levels of comfort and proficiency.
b.box digital marketing hierarchy .
Following this hierarchy enables b.box to focus on high-impact activities, optimising resources and driving consistent, measurable growth. It ensures every effort aligns with business goals, delivering maximum value with efficiency.
SMS Podcasts
Emerging Channels
Affiliates
Influencers + Collaborations
Display Advertising + Retargeting
Email Marketing
Social Media Marketing (Organic + Paid)
Content Marketing
Search Engine Optimisation
Pay per Click – Google Ads
Website + eCommerce Optimisation
Diverse Market Approach:
• Europe operates with a combination of direct-to-consumer (DTC) and distributor-managed stores to address regional needs while maintaining global standards.
Netherlands as the Hub:
• Central focus with nl.bbox.com (Dutch) and eu.bbox.com (English).
• Built on Shopify Markets for seamless multilingual and multicurrency support.
• Driving DTC growth with a localised experience and consistent branding.
Distributor-Led Expansion:
• New stores for Germany, Spain, and the UK will be managed by distributors under b.box’s Shopify Plus subscription.
the structure for Europe + UK..
Europe is a key growth region for b.box, combining a direct-to-consumer focus in the Netherlands with distributor-managed stores in Germany, Spain, and the UK. This approach ensures brand consistency while empowering distributors to handle local operations and fulfilment, enabling scalable and localised growth with a better focus on the "local" consumer.
www.bbox.com
eu.bbox.com
nl.bbox.com
uk.bbox.com Shopify Markets
expansion stores
de.bbox.com
es.bbox.com
dtc and collaboration guidelines
*The EU Direct-to-Consumer (DTC) site require an extended development and launch timeline. This is due to the complexity of implementing Shopify Markets, which necessitates the integration of multiple languages and currencies. This is a single store with multi-language and multi-currency.
empowering distributors for local market success!
This model combines b.box’s global standards with distributors’ local expertise to drive success in key European markets
b.box’s role
• Create Shopify expansion stores under b.box’s Shopify Plus subscription with:
• Global theme applied.
• Initial product catalogue and collections set up in English.
• Branding guidelines provided.
• Offer ongoing support for contentrelated queries and needs.
• Training and Documentation
• Provide regular product updates to product catalogues
• Core Apps Integration – Facebook, Google Analytics, Tiktok etc
• Performance monitoring
• Global Alignment
• Continuous QA
– periodic audits
distributor’s role
• Configure Shopify apps needed for the theme , for shipping and fulfilment
• Configure local apps for payment, shipping, and fulfilment (if needed).
• Handle financial setup including preferred payment gateways etc, including Shopify VAT configurations.
• Integrate the store with their fulfilment partners and configure Shipping and Delivery
• Store maintenance including content and technical updates
• Site SEO and Meta Data Optimisation
• Marketing Integration such as Emails, SMS, or Affiliate Loyalty Programs
• Content localisation
• Customer Support
social media
objective
• Build a cohesive social media presence across Instagram, Facebook, and TikTok.
• Align global and local strategies to boost brand awareness and engagement.
Europe + UK social media users..
Social media usage trends across key European markets reveal YouTube as a dominant platform, with Italy (96%) and Spain (95%) leading in adoption. Facebook holds strong, particularly in the UK (61%) and Italy (58%), while Instagram shows significant engagement in Italy (60%) and Spain (57%). Platforms like TikTok and Snapchat exhibit varied adoption, presenting opportunities to connect with younger audiences. These highlights the need for market-specific social media strategies to maximise reach and engagement.
Europe + UK social media users (25 - 35) ..
Europe + UK social media users (35 - 44) ..
Europe + UK social media users (45 - 54) ..
the right channel for you ..
Facebook Instagram Youtube
Purpose: Foster community engagement and leverage targeted advertising.
Content Strategy:
• Share lifestyle-focused posts, user-generated content, and parenting tips to appeal to parents.
• Post regular updates about promotions, events, and product launches.
• Utilise Facebook Groups to create a space for parenting discussions or product-specific communities.
Engagement Tactics: Respond to comments, run polls, and initiate discussions to deepen engagement.
Measurement: Monitor post reach, interactions, and conversions driven by ads.
Purpose: Showcase products in an aspirational and relatable way to drive brand engagement.
Content Strategy:
• Use high-quality images and reels to highlight product features and lifestyle integration.
• Share behind-the-scenes content to humanise the brand or raw videos via reels.
• Partner with local influencers for authentic campaigns.
Engagement Tactics: Leverage stories, interactive polls, and Q&A features to build a closer connection with followers.
Measurement: Focus on likes, saves, shares, and profile visits.
Purpose: Build awareness, educate, and entertain your audience through high-quality, long-form content.
Content Strategy:
• Create product tutorials, "how-to" videos, and unboxings to showcase your products’ benefits.
• Share customer testimonials or case studies to establish trust.
• Use ads on trending content to capture a wider audience.
Engagement Tactics: Encourage likes, comments, and subscriptions to build a loyal following.
Measurement: Track views, watch time, and engagement rate to gauge success.
how do we do it?
content pillars
• Chaos + Giggles: Storytelling that reflects everyday parenting challenges in a playful twist.
• Fun + Functional: Informative but fun way of showcasing the products’ unique selling proposition (USP) and brand story
• Everyday Essentials: Reels and TikToks that incorporates b.box in parenting or kids’ lives being a solution provider.
how do we do it?
content pillars
• Chaos + Giggles: Storytelling that reflects everyday parenting challenges in a playful twist.
• Fun + Functional: Informative but fun way of showcasing the products’ unique selling proposition (USP) and brand story
• Everyday Essentials: Reels and TikToks that incorporates b.box in parenting or kids’ lives being a solution provider.
how do we do it?
content pillars
• Chaos + Giggles: Storytelling that reflects everyday parenting challenges in a playful twist.
• Fun + Functional: Informative but fun way of showcasing the products’ unique selling proposition (USP) and brand story
• Everyday Essentials: Reels and TikToks that incorporates b.box on family’s lives being a solution provider.
quick Instagram tips!
use the KISS principle
• Use a minimalistic visual style, including colours, fonts, and imagery to instantly pull your audience in.
• Avoid using handwriting or cursive fonts for informative content.
after before
• avoid unnecessary elements on images – less is more!
be mindful of the
“blind spots“
For 9:16 content (mainly for Tiktok, Youtube Shorts, and Instagram Reels) -- leave roughly 20% at the top and 30% at the bottom free from text, logos, or other key creative elements to avoid covering them with UI elements like caption and call-to-action
add a call-to-action (cta)
• A call to action (CTA) boosts engagement by prompting actions like website visits, signups, purchases, or content interaction. It aids in meeting marketing objectives, enhances user engagement, and strengthens audience relationships by clearly directing how to benefit from your offerings.
don’t neglect visual quality
• Use high-quality creatives that reflect the quality of our products and resonate with our target audience.
b.box Indonesia
b.box Japan
b.box Poland
showcase usergenerated content
• UGC's are great magnet tools to pull new customers in and educate existing customers.
b.box Poland
b.box Czech Republic
b.box Finland
the styleguide
digital content and collaboration guidelines
b.box social media guidelines .
Maintain Consistency with Global Branding
Adapt Content for Local Markets
• Use approved logos, fonts, and brand colours.
• Local translations should maintain the brand voice.
Suggested Content
Breakdown
• Leverage b.box’s global content and tailor captions, hashtags, and visuals to suit the local audience.
• Examples: Use local seasonal references, holidays, and parenting trends
• 60% Global b.box content.
• 40% Localised lifestyle or UGC
Posting Frequency
• Align with platform strategies but adapt for local audience behaviour.
Monitor and Report
• Track engagement and report monthly to the global team for performance reviews.
b.box social media guidelines .
Tone of voice
• Warm, playful, and family-friendly.
• TikTok can have a slightly playful tone.
Visuals
CTAs
• Instagram: Bright, colourful, polished.
• Facebook: Family-oriented, informative.
• TikTok: Raw, trend-driven, and light-hearted.
• Encourage interaction: “What’s your parenting tip? Comment below”
• Drive traffic: “Discover the collection at [localised URL].” or “Visit link in bio”
Hashtags
• Combine branded (#bboxforkids) and localised hashtag (#bboxuk, #bboxit, bboxes)
what we need from you .
Performance Reporting
• Social Media Metrics: Engagement Rate, Follower Growth, Reach etc.
• Campaign Sales Data: Monthly sales reports tied to Online Campaigns to assess ROI
• Campaign Success Stories: Insights from localized promotions or initiatives
• User Generated Content ( for global use)
Content Contributions
• Localised Content Ideas
• Campaign Alignment: Campaign and Advertising Plan and Marketing Calendar
Content Collaboration
Regular Meetings
• Influencer Collaborations: List of Local Influencers or Creators with Performance Insights
• Monthly Check-ins: Review Metrics, Discuss Challenges, and Align future strategies
• Feedback Loop: Input on what’s working, what’s not, and opportunities for improvement
Amaz n in Europe + UK
what we need from you .
Performance Reporting
Campaign and Promotion Plan
• Amazon Sales (by ASIN level) and Advertising Performance
Content and Listings
Collaboration
• Promotional Plan for Discounts and Seasonal Clearance
Regular Meetings
• Content Update: Approval is required before any changes is made in Product Listings and Brand Store
• Approved Content: Only approved content are allowed to be used in the Amazon listings
• ASINs: Only b.box are allowed to list new products in Amazon as a new ASIN.
• Monthly Check-ins: Review Metrics, Discuss Challenges, and Align future strategies
• Feedback Loop: Input on what’s working, what’s not, and opportunities for improvement
