Greentom Strollers

Greentom is a Dutch brand that makes strollers from recycled materials — a genuinely eco-friendly product in a category dominated by premium conventional brands like Bugaboo and Stokke. The Malaysian market presented a specific challenge: eco-consciousness was growing among urban parents, but "sustainable" alone wasn't a purchase driver. Parents prioritised safety, design, and lifestyle fit first. Greentom needed a marketing approach that led with aspiration — making the stroller desirable as a product — while positioning sustainability as a bonus rather than a trade-off.

I developed a two-pronged campaign strategy. The first angle positioned Greentom's multicolour strollers as fashion-forward parenting accessories — styled in lifestyle contexts rather than product-on-white shots, emphasising the stroller as part of a modern parent's identity. The second angle layered in the eco story as a differentiator once desire was established. The campaign spanned product photography, lifestyle shoots, digital content, and event activations at TCE Baby Expo — where the product was showcased to tens of thousands of walk-in visitors alongside experiential demonstrations.

The campaign moved Greentom from “the recycled stroller” to a lifestyle product that happens to be sustainable, the right order for Malaysian parents. Sales improved online and at expos, where the lifestyle-first approach drew more foot traffic and product trials than eco messaging had. The format became a repeatable framework for Greentom's expo presence.