Safety 1st needed to creatively demonstrate that they have the right products and brand approach to capitalize on Walmart’s public commitment to purchase $250B American-made products.



Working with the Safety 1st mobility product team, 451 Agency came up with numerous packaging design concepts that firmly established Safety 1st as a leader of eco-friendly, infant health and home safety products. To further promote the Safety 1st brand, 451 Agency came up with a series of initiatives to drive awareness through traditional and social media, multiple community events, and influencer marketing.

Intent on getting new products directly in front of new parents, 451 Agency sent influencers beautiful packages of a variety of Safety 1stproducts valued at more than $400. Influencers that engaged in the program agreed to focus on recently launched products and to post during the month of September – known nationally as “Baby Safety Month.”

Piggybacking on “National Night Out,” we staged a series of entertaining, community events where Safety 1st partnered with insurance companies and local police departments to promote the importance of child safety. Events included giant inflatables, oversized car seats as photo opportunities, free car seat inspections and informational demos about Safety 1st’s Air Protect Technology.


  • 51.7M

    national media impressions

  • 554K

    total influencer impressions